NHRA: National Hot Rod Association Unveils Firs-Ever Brand Advertising Campaign
22 January 2000
Posted By Terry
Callahan
Motorsports Editor, The Auto Channel
Multi-million dollar, year-long advertising program designed to build brand awareness of the sport, series and drivers
GLENDORA, Calif. - Today the National Hot Rod Association (NHRA) unveiled its first-ever national advertising campaign highlighting the theme "We Have Ignition." The multi-million dollar campaign is geared towards building awareness of the sport of drag racing and driving viewership to NHRA's 2000 television package on ESPN2 and TNN.
The nationwide print and broadcast promotion will highlight the speed, personalities, incredible performances and extreme side-by-side competition that makes NHRA Winston Drag Racing the most intense sensory experience in all motorsports. The broadcast advertising creative features an up-close look at the sights and sounds of the sport to the backdrop of heart-pounding music.
The NHRA marketing department led the development of the landmark advertising campaign, in cooperation with a senior level team from the association's advertising agency, Integer Dallas. "We Have Ignition" features a media plan that includes a variety of print, television, radio, internet and outdoor advertising mediums. In addition, the campaign will be featured in the regional advertising campaign surrounding NHRA Winston Drag Racing's 23-sanctioned national events. It will also be extended into a business-to-business advertising campaign designed to bring new sponsors to the sport.
"We're eagerly anticipating the debut of our first-ever national advertising campaign, an integral part of the NHRA's three-year strategic plan," said Gary Darcy, NHRA vice president of marketing. "This campaign is designed to increase the NHRA's brand awareness and recognition, build the stars of the sport and convey the thrill of the NHRA Winston Drag Racing experience to the consumer. We feel the content and placement of these ads will combine to allow NHRA to maximize its visibility first and foremost with motorsports fans, and then beyond the realm of motorsports to a broader sports consumer."
The "We Have Ignition" television commercial will debut in select media markets during the CBS broadcast of the 2000 Daytona 500 in mid-February. The 30-second brand spot will run throughout 2000 in programs that deliver maximum target audience.
Among the popular sports and motorsports publications the advertising campaign will target include Sports Illustrated, Hot Rod Magazine, Racer, Popular Hot Rodding, and Winston Cup Scene, among others.
"We're confident the NHRA's inaugural national advertising campaign will effectively accomplish the goals and initiatives for which it was created," said Kathy Leonard, president of Integer Dallas. "The speed and excitement of NHRA drag racing is unrivaled and this high-impact advertising truly captures the raw power and intensity of America's most powerful and fastest motorsport."
Integer Dallas is part of The Integer Group, four full-service operating agencies owned by Omnicom with $500 million in capitalized billings nationwide.
Headquartered in Glendora, Calif., the NHRA is the primary sanctioning body for the sport of drag racing in the United States. It presents 23 national events through its NHRA Winston Drag Racing Series. The NHRA has 85,000 racers and members nationwide and 142 member tracks. The NHRA-sanctioned sportsman and bracket racing series' provide competition opportunities for drivers of all levels. The NHRA develops the stars of tomorrow by offering the Federal-Mogul Drag Racing Series, NHRA Summit Racing E.T. Drag Racing Series and the Street Legal Program. The NHRA also offers the Jr. Drag Racing League for youths ages 8 to 17.
Editors Note: To view hundreds of hot racing photos
and art, visit
The Racing
Photo Museum and the
Visions
of Speed Art Gallery.