The Hurricanes' new promotion is a "touch daring and a
tad desperate," according to Rick Dorsey of the Raleigh NEWS
& OBSERVER. Beginning November 21, the team will give away
a new car or truck to one fan between the second and third
periods of the next 20 games. Ten Ford Escorts and 10 Ford
Rangers will be offered in the promo. Also, in conjunction
with the 180 Carolina Ford Dealers in NC, those who test
drive a Ford starting November 21 will be given a coupon
redeemable for two free Hurricanes tickets anywhere in the
arena except for club seats. Dorsey: "Any game. Any
available seats." Dorsey adds that the team "could give
away" $3.8M or more worth of tickets if all 100,000 are
given away. Team VP/Marketing & Sales Rick Francis: "The
objective is to introduce the game and Hurricanes hockey to
new fans" (Raleigh NEWS & OBSERVER, 11/13).
NASCAR TIE-IN: The ticket giveaways and the $230,000
spent for the 20 vehicles, "purchased at a slight discount
... means the team is not likely to make any money off the
deal." In Greensboro, Rob Daniels calls the move the "first
major promotional salvo since its summer move to North
Carolina and a fall of disappointing attendance and media
criticism in the U.S. and Canada." The promo was introduced
by the team's official NASCAR driver/spokesperson, Jeff
Burton, who drove up in a Ford Ranger. At the next 20 home
games, three fans will be selected from ticket stubs and
each will be brought down to the ice where they will be
given a key to the one vehicle wheeled onto the rink. One
winner will walk away with the car, the others will receive
NASCAR merchandise (Greensboro NEWS & RECORD, 11/13).
