TITLE

Hot rods make run for the money

AUTHOR(S)
Friedman, Wayne
PUB. DATE
September 1999
SOURCE
Advertising Age;9/20/1999, Vol. 70 Issue 39, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the marketing program of the National Hot Rod Association (NHRA) as of September 1999. The advertising campaign aims to showcase its biggest stars, negotiations to get its races on the air quicker and increase the size of its stadiums. For the first time in its nearly 50-year history, NHRA has hired an advertising agency, Integer in Dallas, Texas, as well as a TV sports marketing specialist, SFX Sports in New York. NHRA will spend about $3 million on a branding effort, expected in 2000, to promote the sport. It will be augmented with a market-by-market campaign promoting races in the 23 cities where NHRA has events.
ACCESSION #
2291129

 

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