SBJ/December 10 - 16, 2001/Marketingsponsorship

UPS to gear up Jarrett campaign for all Winston Cup races

UPS said it will expand its popular campaign in which Dale Jarrett repeatedly refuses to drive the company's "big brown truck" during a NASCAR race.

While many companies are cutting back on advertising, the company expects to run television commercials next year during each of the 36 NASCAR Winston Cup races, up from 32 races with commercials this year.

UPS public relations manager Susan Rosenberg said shooting will start in January and the first ad will run during the Daytona 500 on Feb. 17 on NBC. The Martin Agency in Richmond, Va., is producing the ads.

The company also is increasing its print campaign, expanding into auto-supply publications. Rosenberg wouldn't comment on the cost of the entire ad campaign.

"The campaign has had a lot of legs," she said. "We've had a lot of fun with it."

UPS was named marketing company of the year during the recent NASCAR banquet in New York, in part because of its 12 Jarrett ads, said Robert Conner, vice president of corporate sponsorships and events for UPS.

Daily traffic at the company's racing Web site, racing.ups.com, jumped threefold in July when it was announced that Jarrett's UPS-sponsored car would be painted like a UPS truck, and that the changes could be viewed on the site.

"One weekend when I was flying to a race, I'm wearing my UPS racing shirt and an elderly lady asked, 'Are you going to try to get Dale to drive that truck?' " Conner said.

Will Jarrett drive it in 2002, when the ads appear on NBC, TNT, Fox and FX? Rosenberg was coy. "You're going to have to wait and see," she said.

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