NASCAR breaks its third annual national campaign from
Primedia Communications on Friday, according to T.W. Siebert
of ADWEEK. The $7.5M "multimedia effort," which will
continue with the "This is NASCAR" tag, includes ten 30-
second TV spots to run during race coverage on ABC, NBC,
CBS, ESPN, ESPN2, TBS and TNN, as well as seven 30-second
national radio ads, and ten full-page print ads in SI, ESPN
Magazine and NASCAR-licensed publications (ADWEEK, 2/14).
NO ORDINARY JOE: Joe Gibbs said his "strengths" as a
NASCAR team owner are "attracting sponsorship, keeping the
team happy, hiring good people and paying bills." Former
Hendrick Motorsports VP Jimmy Johnson, on the sponsor
negotiating abilities of Gibbs: "He can't be beat in the
boardroom. There isn't a man in the world who doesn't like
football. And Joe would get to telling those stories, and
everyone's laughing, and next thing you know, they're
jumping on board" (ESPN MAGAZINE, 2/21 issue).
FALK THIS WAY: AL-based KMC Telecom will sponsor Joe
Falk's No. 91 Chevrolet driven by Andy Hillenberg for
Sunday's Daytona 500. The car will feature KMC's orange and
purple colors and the company's new slogan, "KMC The 1"
(KMC)....Cintas has extended its NASCAR partnership through
2002 to remain the organization's preferred uniform
supplier. Cintas will continue to outfit 12 of NASCAR's 13
racing divisions and will provide uniforms to employees at
NASCAR Cafes, NASCAR Thunder retail stores, NASCAR
SpeedParks and the NASCAR Silicon Motor Speedway (Cintas).