CART has been "stung in recent weeks by criticism about
its marketing prowess," but now "aims to boost interest" and
"show it can market well," according to Bill Koenig of the
INDIANAPOLIS STAR-NEWS. CART has plans to collaborate with
Circuit City, Kmart, Toyota, Firestone, Pioneer and Penske
Auto Centers, "among others," to promote a sweeps tied to
The 500 presented by Toyota at CA Speedway on October 31.
Kmart, Firestone and Circuit City will each have "contest
outlets" for the sweeps. CART Dir of Marketing Andrew Guest
said that having "several companies participation shows the
race series can increase its marketing muscle." Guest:
"Everyone was able to put differences and competition
aside." CART President & CEO Andrew Craig added, "It does
show what can be done." But Koenig writes of CART's new
marketing venture, "This isn't exactly rocket science. One
reason NASCAR gets a lot of media attention is sponsors and
manufacturers routinely collaborate on related promotions.
... CART is hoping for something similar from all of the
companies involved" (INDIANAPOLIS STAR-NEWS, 8/25).
