NASCAR will support its Busch and Craftsman Truck
Series with "their first-ever national ad campaigns next
year, creating distinct brand identities for the long-
underdeveloped properties," according to Jeff Jensen of AD
AGE. Planned for "NASCAR-controlled programming," including
radio, TV, magazines and its own Web site, the campaign
"will fall under the organization's 'This is NASCAR' ad
umbrella," which was launched in January and will continue
through '99. Also included under that umbrella are
promotions of the Winston Cup Series and NASCAR's "first
business-to-business push," promoting licensing and
sponsorships. Jensen puts the total value of media time and
space at "more than" $100M. NASCAR's ad and promotion
agency, Atlanta-based Primedia, will handle the campaign and
create two TV spots, four print ads and three radio spots.
Primedia President Mark Johnson: "We found ... that
consumers don't really know the Busch Series and the
Craftsman Truck Series are NASCAR products." NASCAR is also
considering ads in non-NASCAR media (AD AGE, 10/26 issue).
