PR Move of the Day:a sense of historical significance in the numbers obsessed world of sports, especially in the United States, is a very important PR and branding tool. However what can be worse is undermerchandising or underpreparing for those milestones. One brand that does a great job of capturing their history and then taking the time to both plan and merchandise that opportunity is NASCAR, and two anniversaries, the 60th anniversary of the circuit and the 50th anniversary of the Daytona 500, both came into clear focus with a wide variety of brand exposure this week as the leadup to the milestones in February.
From a BestLife cover story on Jeff Gordon, to a lengthy piece in Popular Mechanics on the “Anatomy of a NASCAR crash,” to an eight page spread on the history of Daytona in Maxim to a kickoff piece (with logo) in Brandweek, to a piece on fan access in The TennesseanNASCAR has covered all the bases to make fans, media and business partners aware of historical significance well in advance of the events. The coverage this week hit on every aspect dovetailed around the dual anniversaries…well marketable drivers, the business success both in and out of the sport, and the historical success of one of America's iconic sports arenas in a well thought out, very strategic plan that will lead to increased awareness and future opportunities for all involved in the brand. No less than five pieces in strong national media brands, all with a different story hitting in a steady flow, with more to come we are sure.activated the week before much of the Super Bowl hype will start.has set the stage for a sport looking to have another watershed branding and PR year…
