DC Comics' Man of Steel applies his mettle to racing

Fitzgerald, Kate
May 1999
Advertising Age;5/17/1999, Vol. 70 Issue 21, p44
Trade Publication
This article features the Superman Racing advertising campaign launched by DC Comics and Action Performance Cos. in the U.S. in May 1999. To expand its reach into new venues and audiences, DC Comics formed a partnership with motorsports marketing powerhouse Action Performance Cos. for a wide-ranging integrated promotion putting Superman in a race car for the first time in history. The Superman effort will be supported by features on cable's The Nashville Network and on QVC, which hosts a special Superman Racing segment. The effort also is supported online.


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