Infineon Raceway Hires New Creative Agency
SONOMA, Calif. (IMMEDIATE RELEASE) - Global brand communications group ATTIK
today announced that it has been awarded the national advertising account
for California-based Infineon Raceway, owned and operated by Speedway
Motorsports Inc, , a leading U.S. marketer and promoter of
motorsports entertainment.
ATTIK earned the strategic and creative account in a highly competitive
pitch against six other agencies from across the U.S. The pitch from
ATTIK's San Francisco team focused on the firm's passion for and experience
in the auto and entertainment categories, their strategic processes, their
approach to igniting established brands and their full-service capabilities
that span all forms of media.
"Our event advertising needs to reach fans in their hearts," said Steve
Page, president and general manager of Infineon Raceway, located in Sonoma
in the Bay Area. "The visceral intensity of the live motor racing
experience is unique in sports, and we need advertising that communicates
the special nature of that experience in a way that makes it a compelling,
not-to-be-missed opportunity. The work we saw from ATTIK and the time we
spent with them convinced us they understand that passion and can deliver
our message in a way that will resonate with our fans."
ATTIK will provide full creative and production services for a campaign set
to cover NASCAR, American Le Mans, NHRA, vintage automobile races and AMA
Superbike racing events using print, radio and television. The campaign may
also incorporate non-traditional or guerilla elements.
"As Steve indicates, the events at Infineon Raceway package spectacular
emotional experiences that appeal to a wide - and quickly growing - segment
of consumers," said ATTIK's global creative director Simon Needham. "Based
on the massive fun we've had creating results-oriented campaigns for the
auto and entertainment industries, our team is mad for Infineon - and we
can't wait to start concepting for their next season of events."
Melvyn Record, director of marketing for Infineon Raceway, indicated that
the first elements to break will likely be a television campaign timed to
coincide with the Daytona 500 next Feb., or the Daytona 200 AMA motorcycle
event next March.
Notably, ATTIK also serves as creative agency of record for Scion, the new
car marque from Toyota Motor Sales, U.S.A., where their studied targeting of
Generation Y and their intense non-traditional marketing initiatives are
spearheading a dramatically successful roll-out of the new vehicles, first
in California and now across the U.S.
About ATTIK
ATTIK is a global brand communications group committed to designing
extraordinary creative experiences that inspire consumers through compelling
communications. ATTIK's strategic planning, design, advertising, cross
media production, client service and youth research expertise have driven
success across an array of consumer product and service categories. ATTIK
articulates corporate brand strategy, designs creative solutions and
produces for every medium. For more information, please visit www.attik.com
or email Lisa Cleff, vice president of business development and marketing,
at lisac@attik.com.
About Speedway Motorsports
Speedway Motorsports is a leading marketer and promoter of
motorsports entertainment in the United States. The Company owns and
operates the following premiere speedways: Atlanta Motor Speedway, Bristol
Motor Speedway, Infineon Raceway, Las Vegas Motor Speedway, Lowe's Motor
Speedway and Texas Motor Speedway. The Company provides souvenir
merchandising services through its SMI Properties subsidiary, and
manufactures and distributes smaller-scale, modified racing cars through its
600 Racing subsidiary. The Company also owns Performance Racing Network
(PRN) which broadcasts syndicated motorsports programming to more than 725
radio stations nationwide including XM Satellite and NASCAR.com. For more
information, visit the Company's website at www.gospeedway.com.
