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SBD/12/Sponsorships Advertising Marketing
TOSCO HAPPY AS A PIT IN NASCAR; TRAILERS DOING SPORTS BIZ
Published May 12, 1998
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).