The Home Depot revs up NASCAR program ATLANTA, Ga. (Jan. 18, 1999) NASCAR's newest sponsor, The Home Depot, is launching a multi-million dollar integrated marketing campaign to support its sponsorship of the No. 20 Joe Gibbs Racing Pontiac and...
The Home Depot revs up NASCAR program
ATLANTA, Ga. (Jan. 18, 1999) NASCAR's newest sponsor, The Home Depot, is launching a multi-million dollar integrated marketing campaign to support its sponsorship of the No. 20 Joe Gibbs Racing Pontiac and its status as the "Official Home Improvement Warehouse" of NASCAR.
"This is one of the biggest 'themed' sports marketing campaigns in The Home Depot's 20-year history," said Carol Schumacher, vice president of public relations for The Home Depot. "Our goal is to demonstrate to our associates, customers and the millions of NASCAR fans across the country, The Home Depot's commitment to this sport."
This month, The Home Depot will distribute 80 million advertising inserts featuring driver Tony Stewart and The Home Depot No. 20 Pontiac, reaching 80 percent of U.S. households. This effort is supported in the stores with NASCAR-themed signage and point-of-purchase (POP) displays.
Further extending its sponsorship message, Stewart is now included in "The Coca-Cola Racing Family." This partnership allows Stewart's likeness to be featured on thousands of vending machines placed at more than 750 Home Depot retail stores across the country.
Additionally, Stewart will participate in public appearances and will be included with other drivers in print and broadcast advertising as well as on packaging, commemorative bottles and life-size displays.
"The Home Depot is very pleased with Tony's participation with this elite group of NASCAR Winston Cup drivers," said Schumacher. "We are sure The Home Depot associates and customers will embrace Tony's involvement with The Coca-Cola Racing Family."
"With this campaign, The Home Depot offers NASCAR tremendous exposure to current fans and potential fans in hundreds of markets nationwide," said George Pyne, vice president of marketing for NASCAR. "In addition, NASCAR is excited that two of our partners, The Home Depot and Coca-Cola, are working together to help grow the sport."
Through an unprecedented nationwide tour, The Home Depot will bring NASCAR to markets across the country. Three 53-foot trailers outfitted with interactive Husky and RIDGID tool displays -- both proprietary brands of The Home Depot -- a racing simulator and the No. 20 race team merchandise will visit more than 600 stores throughout the year. The tour is designed to build excitement, drive store traffic and educate employees, fans and customers about The Home Depot race team and the company's products and services.
NASCAR-themed television commercials -- starring Stewart and the team -- will air on national networks beginning with the Daytona 500 and continue throughout the season, running during NASCAR Winston Cup races and other motorsports programming. Radio and print advertising also will run in conjunction with the races.
In September 1998, The Home Depot entered the sport of NASCAR racing through a multi-year partnership with Joe Gibbs Racing to field the No. 20 Pontiac in the NASCAR Winston Cup Series beginning with the 1999 Daytona 500; and Stewart, the former Indy Racing League champion was announced as the driver of the orange and white Home Depot car.
The Home Depot's commitment to NASCAR was strengthened with the announcement in November that the company had signed a three-year pact to become the Official Home Improvement Warehouse of NASCAR starting this year.
The Home Depot cites NASCAR's strong fan demographics and widespread appeal as driving factors in the company's decision.
"NASCAR is the ideal platform for reaching all our customers -- homeowners, do-it-yourselfers, men, women and trade professionals -- as well as rallying our associates across the U.S.," said Schumacher.
Source: NASCAR Online