TITLE

DC Comics' Man of Steel applies his mettle to racing

AUTHOR(S)
Fitzgerald, Kate
PUB. DATE
May 1999
SOURCE
Advertising Age;5/17/1999, Vol. 70 Issue 21, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1872154

 

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