VALVOLINE REVS UP RACING PROGRAM IN 2006 Brand Campaign that Began at Daytona, Speeds through Season Statesville, NC (February 22, 2006) -- NASCAR Nextel Cup Series driver Scott Riggs is entering 2006 with a new team and new look with ...
VALVOLINE REVS UP RACING PROGRAM IN 2006
Brand Campaign that Began at Daytona, Speeds through Season
Statesville, NC (February 22, 2006) -- NASCAR Nextel Cup Series driver Scott Riggs is entering 2006 with a new team and new look with Valvoline Evernham Racing, and that's sure to bring increased on track success. Likewise, his sponsor, Valvoline, also is increasing their performance in a season long brand campaign. As the only consumer products company to not only sponsor but own a NASCAR team, Valvoline make its 2006 racing program even more accessible to fans
NASCAR fans got their first look at the Valvoline Race Shop at Daytona last weekend. It is an at-track display rig featuring show cars and race engines in an interactive display. The Valvoline Race Shop is traveling to both Daytona and Bristol events this season. There is a Dodge Viper mounted on a chassis dyno running live demos. Kasey Kahne's sprint car from the 2006 Chili Bowl is displayed as well as three-time NHRA Champion Bob Newberry's Funny Car which will periodically be cranked up so fans can feel the power of its engine. Of course, Scott Riggs' 2006 No. 10 Valvoline/Stanley Tools Dodge Charger is on hand, but it's not your average show car. Race fans will actually have the opportunity to hop in and crank this one up themselves.
Appearances at the Valvoline Race Shop were made by team owner Ray Evernham, as well as engine chief Mark McArdle. Evernham Motorsports drivers Kasey Kahne, Jeremy Mayfield, Erin Crocker, Anthony Foyt IV, and of course Valvoline Evernham Racing driver Scott Riggs each made appearances in the shop. At future events, these drivers also will make appearances to talk with fans and sign autographs.
Along with various media buys on SPEED's NASCAR programming, Valvoline also is running a new advertising spot on network broadcasts, titled "Heritage" that will tie in the all-American motor oil's successes over the last 100 years. The goal is to reinforce with race fans Valvoline's history of performance and sponsorship in motorsports. The commercial was produced by Borders, Perrin & Norander, which is based in Portland, OR.
Valvoline has been an industry trend setter in motorsports marketing primarily because this is a sponsorship that makes sense. Valvoline was at work inside of the car that won the first automobile race in America in Chicago in 1895. Since then this Lexington, KY based company has mastered the advancement of their technology through testing it on the track and promoted their brand into the American standard for motor oil. Valvoline's plans for 2006 and beyond will further help race fans make the connection that Valvoline is not just on the car, it's in it.