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NASCAR
seeking more black fans again, but black ad agencies need not apply
(April
2, 2012) NASCAR has announced it is again renewing its efforts in
diversity, this time from getting more drivers of color to attracting
more African-Americans and Hispanics to become fans of the sport. Part
of that initiative will include hiring an advertising agency to develop
a number of new marketing initiatives.
The agency search was announced by Kim Brink, director of brand and
consumer marketing for NASCAR. Brink, who was hired less than six months
ago, previously spent 20 years at General Motors where she oversaw
marketing for the Chevrolet and Cadillac brands. She is looking for an
agency that will use an integrated approach to reach out to various
consumer segments.
According to staffers of the NASCAR marketing department, there are
currently no plans to hire an African American or Hispanic agency to
help the racing organization achieve its ethnic outreach or marketing
goals. "In a perfect world," said a member of the marketing department,
"we're looking for a full service agency to do it all."
In past years, NASCAR has had aggressive initiatives to attract and
support more black drivers to the sport. Those efforts ended with only
marginal success.
After enjoying a boom in popularity in the early 2000's, TV audiences
and ratings for its races have declined in the past five years. In 2010,
BET was carrying a reality show, "Changing Lanes," that was backed by
NASCAR that highlighted the competition between 10 minority drivers to
become drivers in major races. None of the drivers was able to achieve
lasting success.
NASCAR, which is a privately company and does not release data on its
marketing spend, has used general market ad agency, JUMP Co. since 2005
to handle its advertising.
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