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).