Valpak(R) Selected as Exclusive Direct Marketing Vehicle to Steer NASCAR Viewers to TNT
LARGO, Fla.--July 18, 2005--| 43 Million Mailing Expands Marketing to Valpak Households with Coolest Ride To School Sweepstakes Awarding Priceless Drive With Carl Edwards Courtesy of Office Depot |
As NASCAR ratings climb and networks vie for viewers, Valpak, North America's most recognized brand in direct marketing, announces a partnership with the Turner Network Television (TNT) to steer audiences to its 2005 NASCAR NEXTEL Cup Series Race to the Chase programming. As the exclusive direct marketing partner, Valpak has developed a specially-designed 43 million mailing and sweepstakes to target existing NASCAR fans and entice new viewers. On the outer Valpak envelope billboard are TNT and NASCAR logos with NASCAR NEXTEL Cup Series driver Carl Edwards sporting the Coolest Ride To School sweepstakes, courtesy of Office Depot. The grand prize awards a NASCAR fan an enviable escort by the famed driver of the No. 99 Office Depot car. Blue envelopes race to mailboxes in the U.S. and Canada July 27 through August 26.
"We partnered with Valpak for its 43 million direct reach to its highly-responsive audience. Direct marketing is key to marketing our NASCAR on TNT programming," said Kevin McMahon, Sr. Manager of Turner Sports Marketing and Programming. Valpak mails homes during the middle of the NASCAR programming season when it moves to the TNT Network.
The Valpak promotion was developed to expand TNT's marketing outreach to an important demographic segment in more than 110 designated market areas (DMA) and Canada. The sweepstakes awards a priceless fantasy-come-true. Edwards will drive one grand prize winner and three companions to school and perform a meet and greet featuring the Office Depot race car. Office Depot will award the grand prize as well as second and third prizes, including a behind-the-scenes NASCAR race trip for two and five $1,000 Office Depot shopping sprees.
TNT will support the Valpak promotion and sweepstakes with an on-air television campaign airing on TNT during the mail distribution dates. Valpak envelopes with NASCAR on TNT and Office Depot artwork are featured as a "team-up" for savings with the once-in-a-lifetime chance to win a ride to school with Edwards. Cross promotional print advertising will include Valpak in TNT's NASCAR programming advertisement in the July and August issues of NASCAR Scene Magazine. A 30 million Office Depot Sunday circular and in-store posters at 1,000 Office Depot retail locations will feature the Valpak envelope, TNT and the Coolest Ride To School sweepstakes. Office Depot is proud to showcase their sponsorship of Carl Edwards and present back-to-school savings inserted in the Valpak envelope.
Consumers can register by using the special Valpak envelope or by logging onto the Valpak envelope's Internet extension, http://www.Valpak.com, the largest local savings content site on the Web.
In 2001, Cox Target Media, owner of Valpak, launched its first national direct mail promotional partnership with Twentieth Century Fox's film release "Dr. Dolittle 2." In five years, Valpak has become a consistent and high-producing marketing component of television, cable and sports programming as well as new feature film releases. The NASCAR programming promotion is Valpak's fifth partnership with the Turner Network Television. Valpak has previously worked with the cable network to promote its NBA, NASCAR and Primetime In The Daytime programming.
The Valpak brand is defined by its selectively-targeted, affluent audience. Direct mail advertising in the Valpak envelope is an established marketing vehicle outpacing its industry 2-to-1 as more consumers become vigilant about spending wisely and seek value to enhance their lives.
About Cox Target Media http://coxtarget.com or http://www.valpak.com
Headquartered in Largo, FL, Cox Target Media (CTM) is North America's leading direct marketing company with nearly 200 franchise offices, as well as 10 corporate owned and operated sales offices in the United States. CTM's flagship brand Valpak(R) delivers savings each month to more than 45 million households throughout the United States, Canada and Puerto Rico. Annually, Valpak mails more than 18 billion advertiser offers inserted in more than 500 million envelopes. Valpak.com is the online extension of the envelope and the largest local coupon site on the Internet. CTM is a subsidiary of Cox Newspapers, owned by Cox Enterprises, Inc., the sixth largest media company by revenue in the United States.