NHRA PARTNERS WITH FORD/MOTORCRAFT
Tue, 2008-02-26 13:25
NHRA announced today that it has signed a marketing partnership with
Ford Customer Service Division (FCSD) that will enhance the automotive
division’s return to professional drag racing.
As part of the agreement, FCSD, through its Motorcraft parts brand and growing national network of Quick Lane Tire & Auto Center retailers, will have major presence at 10 NHRA POWERade Drag Racing Series events in 2008 with an on-site promotional display in the NHRA Manufacturers Midway, public address announcements and video display advertising spots during event weekends. In addition, Motorcraft will participate in NHRA’s contingency sponsorship program at the major sponsor level.
The strategic marketing partnership increases Ford’s presence in NHRA Drag Racing. Motorcraft and Quick Lane Tire & Auto Center is the primary sponsor for rookie driver Bob Tasca’s Ford Shelby Mustang in Funny Car competition. Ford Motor Company is also aligned with all four Funny Car teams that compete in the John Force Racing stable, and is primarily responsible for the innovative Blue Box safety program in the sport. NHRA announced today that it has signed a marketing partnership with Ford Customer Service Division (FCSD) that will enhance the automotive division’s return to professional drag racing.
As part of the agreement, FCSD, through its Motorcraft parts brand and growing national network of Quick Lane Tire & Auto Center retailers, will have major presence at 10 NHRA POWERade Drag Racing Series events in 2008 with an on-site promotional display in the NHRA Manufacturers Midway, public address announcements and video display advertising spots during event weekends. In addition, Motorcraft will participate in NHRA’s contingency sponsorship program at the major sponsor level.
The strategic marketing partnership increases Ford’s presence in NHRA Drag Racing. Motorcraft and Quick Lane Tire & Auto Center is the primary sponsor for rookie driver Bob Tasca’s Ford Shelby Mustang in Funny Car competition. Ford Motor Company is also aligned with all four Funny Car teams that compete in the John Force Racing stable, and is primarily responsible for the innovative Blue Box safety program in the sport.
“We are pleased to welcome Ford Customer Service Division and its Motorcraft brand back into NHRA Drag Racing,” said Gary Darcy, senior vice president of sales and marketing, NHRA. “We look forward to working with Motorcraft and Quick Lane and are excited about the great activation plan that FCSD has planned to promote its involvement in the sport.”
Along with sponsoring the Tasca Racing Shelby Mustang Funny Car, FCSD is launching an aggressive brand awareness campaign with a huge trackside presence in the form of the Motorcraft/Quick Lane Racing Experience. The massive display, spreading over half a football field, will let race fans connect with Motorcraft, Quick Lane and Ford Custom Accessories in a unique way.
Visitors may sign up to race virtual dragsters, compete against the clock while changing tires and oil filters, and spin the Ford Custom Accessories wheel for a chance to win valuable prizes. Fans may also pick up Motorcraft and Ford Custom Accessories catalogs and branded merchandise, and Motorcraft and Quick Lane representatives will be offering up plenty of other free giveaways, including discount coupons for Motorcraft products and services at local Quick Lane Tire & Auto Center retailers.
“We expect that the Motorcraft/Quick Lane Racing Experience will become the place to be at the races,” said Al Giombetti, Ford Customer Service Division executive director. “It will be the destination, with fans looking forward to seeing what’s going on at Motorcraft, Quick Lane and Ford Custom Accessories.”
FCSD’s activation won’t stop at the edge of the display, however. There are plans in the works to expand the footprint of Motorcraft and Quick Lane’s involvement into some of the local communities where NHRA races are held.
In addition to the Racing Experience, Motorcraft and Quick Lane will host a trackside hospitality area as an incentive to reward local Motorcraft distributors and Quick Lane dealers. Quick Lane will use the site for employee training to build customer relations skills and improve knowledge of Motorcraft products so Quick Lane employees can better communicate the advantages of using Motorcraft parts.
“We surveyed our Quick Lane employees and found that drag racing was one of their passions,” said Giombetti. “We saw the track as a perfect venue to bring them in for training.”
As part of the agreement, FCSD, through its Motorcraft parts brand and growing national network of Quick Lane Tire & Auto Center retailers, will have major presence at 10 NHRA POWERade Drag Racing Series events in 2008 with an on-site promotional display in the NHRA Manufacturers Midway, public address announcements and video display advertising spots during event weekends. In addition, Motorcraft will participate in NHRA’s contingency sponsorship program at the major sponsor level.
The strategic marketing partnership increases Ford’s presence in NHRA Drag Racing. Motorcraft and Quick Lane Tire & Auto Center is the primary sponsor for rookie driver Bob Tasca’s Ford Shelby Mustang in Funny Car competition. Ford Motor Company is also aligned with all four Funny Car teams that compete in the John Force Racing stable, and is primarily responsible for the innovative Blue Box safety program in the sport. NHRA announced today that it has signed a marketing partnership with Ford Customer Service Division (FCSD) that will enhance the automotive division’s return to professional drag racing.
As part of the agreement, FCSD, through its Motorcraft parts brand and growing national network of Quick Lane Tire & Auto Center retailers, will have major presence at 10 NHRA POWERade Drag Racing Series events in 2008 with an on-site promotional display in the NHRA Manufacturers Midway, public address announcements and video display advertising spots during event weekends. In addition, Motorcraft will participate in NHRA’s contingency sponsorship program at the major sponsor level.
The strategic marketing partnership increases Ford’s presence in NHRA Drag Racing. Motorcraft and Quick Lane Tire & Auto Center is the primary sponsor for rookie driver Bob Tasca’s Ford Shelby Mustang in Funny Car competition. Ford Motor Company is also aligned with all four Funny Car teams that compete in the John Force Racing stable, and is primarily responsible for the innovative Blue Box safety program in the sport.
“We are pleased to welcome Ford Customer Service Division and its Motorcraft brand back into NHRA Drag Racing,” said Gary Darcy, senior vice president of sales and marketing, NHRA. “We look forward to working with Motorcraft and Quick Lane and are excited about the great activation plan that FCSD has planned to promote its involvement in the sport.”
Along with sponsoring the Tasca Racing Shelby Mustang Funny Car, FCSD is launching an aggressive brand awareness campaign with a huge trackside presence in the form of the Motorcraft/Quick Lane Racing Experience. The massive display, spreading over half a football field, will let race fans connect with Motorcraft, Quick Lane and Ford Custom Accessories in a unique way.
Visitors may sign up to race virtual dragsters, compete against the clock while changing tires and oil filters, and spin the Ford Custom Accessories wheel for a chance to win valuable prizes. Fans may also pick up Motorcraft and Ford Custom Accessories catalogs and branded merchandise, and Motorcraft and Quick Lane representatives will be offering up plenty of other free giveaways, including discount coupons for Motorcraft products and services at local Quick Lane Tire & Auto Center retailers.
“We expect that the Motorcraft/Quick Lane Racing Experience will become the place to be at the races,” said Al Giombetti, Ford Customer Service Division executive director. “It will be the destination, with fans looking forward to seeing what’s going on at Motorcraft, Quick Lane and Ford Custom Accessories.”
FCSD’s activation won’t stop at the edge of the display, however. There are plans in the works to expand the footprint of Motorcraft and Quick Lane’s involvement into some of the local communities where NHRA races are held.
In addition to the Racing Experience, Motorcraft and Quick Lane will host a trackside hospitality area as an incentive to reward local Motorcraft distributors and Quick Lane dealers. Quick Lane will use the site for employee training to build customer relations skills and improve knowledge of Motorcraft products so Quick Lane employees can better communicate the advantages of using Motorcraft parts.
“We surveyed our Quick Lane employees and found that drag racing was one of their passions,” said Giombetti. “We saw the track as a perfect venue to bring them in for training.”
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