Sanctioning Body News - MARS Inc To Receive Marketing Award From NASCAR
DAYTONA BEACH, Nov. 26, 2012: Mars, Incorporated will be honored with the 2012 NASCAR Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards held at Encore at Wynn Las Vegas on Thursday, November 29. Throughout its 23-year partnership, Mars has directly engaged race fans, customers and associates through an integrated marketing strategy that spanned across multiple activations, including: intellectual property, promotions, public relations, B2B, online, broadcast, event marketing and retail. The partnership represents one of the longest standing within the sport.“Mars’ execution of a fully integrated strategy within NASCAR exemplifies the spirit of the award and has been the catalyst to the brand’s success in the sport,” said Jim O'Connell, chief sales officer for NASCAR. “One of our longest standing partners took full advantage of its sponsorship, raising the bar with innovative ideas designed to engage our brand loyal fan base, its associates and ultimately move product off the shelf.”
In a recent study, it was revealed that Mars receives an impressive 4-to-1 return on its investment in NASCAR (measured by Mars tracking data). Additionally, its sponsorships create a fifth season of sales for the brand, which is on par with the size of the company’s Christmas selling season.
“The NASCAR sponsorship model is driven by brand loyalty and Mars has been behind the wheel of a best-in-class partnership,” said William Clements, vice president of sponsorships and sports marketing for Mars Chocolate North America. “Our successes have been led by innovation that extends to customers, consumers and associates, and capitalizes on NASCAR’s broad fan base that represents approximately one-third of the U.S. adult population. We are honored by this award and continue to see the strength and growth of our partnership with NASCAR.”