Race cars rev up integrated marketing push

Friedman, Wayne
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, p3
Trade Publication
This article reveals that Championship Auto Racing Teams Inc. (CART) is launching its first coordinated marketing campaign for the start of its racing season in March 1999 in the U.S. The campaign worth $7 million targets a broad range of sports fans though primarily male. Previous marketing attempts focused only on car racing fans. CART will be doing its first major consumer magazine push, with an insert in Sports Illustrated magazine carrying the theme Man and the Machine. It will also incorporate the 1998 copy line Feel the speed. The marketer will use national television and local spot in markets where CART holds races this season which include Cleveland, Ohio and Chicago, Illinois.


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