ESPN is unveiling the first phase of its multimedia marketing campaign for NASCAR on ESPN, announced by Katie Lacey, senior vice president, marketing. Created by Wieden+Kennedy New York, the campaign honors NASCAR’s rich heritage and pays tribute to the teams, drivers and dedicated legions of fans whose combined passion has fueled the sport’s tremendous growth. This is the opening campaign for NASCAR’s eight-year, multi-platform return to ESPN.

“Our NASCAR on ESPN brand campaign is intended to generate awareness and excitement of NASCAR coming to ESPN and, importantly, demonstrate our understanding of the sport and the passionate culture that surrounds it,” said Lacey.

The brand campaign bears the new NASCAR tagline, “NASCAR on ESPN: It’s The Life”, and provides an inside look and behind-the-scenes glimpse of the sights, sounds, energy and fandom that makes up the NASCAR experience. An additional phase of the campaign is scheduled to roll out in February and will run throughout the NASCAR NEXTEL and NASCAR Busch Series season, as well as the 10-race “Chase for the NASCAR NEXTEL Cup.” This year will mark the first time all of “The Chase” races will air on one network - ESPN on ABC.

The NASCAR on ESPN brand campaign will run on all ESPN TV and Radio networks and will include outdoor, print and online components. Flag-to-flag NASCAR racing returns to ESPN on February 17th with the NASCAR Busch Series season-opener from Daytona International Speedway.

[ESPN]

Bookmark to: