SBD/12/Sponsorships Advertising Marketing

TOSCO HAPPY AS A PIT IN NASCAR; TRAILERS DOING SPORTS BIZ

          Tosco Marketing Co. will tout its designation as
     NASCAR's Official Pit-Stop as it pushes an alliance of its
     Circle K and 76 brand with NASCAR via an ad campaign
     breaking next week, according to Cuneo & Halliday of AD AGE. 
     The campaign, from CA-based Dailey & Associates, will
     include spending in the $14M range.  Dailey Chair & Creative
     Dir Cliff Einstein said that Tosco is trying to use its
     NASCAR tie "much as Nike uses Michael Jordan for its
     endorsements."  Einstein: "The only athletes in the auto
     industry are the automobile racers" (AD AGE, 5/11 issue).
          COMING ATTRACTIONS: AD AGE's Jeff Jensen reports that
     more and more feature films are sponsoring sporting events,
     "arguably the most effective vehicle to reach young adult
     males -- the primary consumer of summer flicks."  Last
     month, MGM used track signage at CART's Toyota Grand Prix to
     promote "Species 2."  This summer, Dreamworks Pictures will
     team with Joe Gibbs' Interstate Batteries Racing to sponsor
     three different cars, each promoting the July release of
     "Small Soldiers."  And Walt Disney's Touchstone Pictures has
     linked with the '98 X Games, where "Armageddon" will become
     an associate sponsor (Jeff Jensen, AD AGE, 5/11).
 
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