NASCAR Parks Stock Cars Across NYC to Generate Buzz - Event Marketer

NASCAR Parks Stock Cars Across NYC to Generate Buzz

Trump, Donald & Nascar
Brand: NASCAR
Agency: GRAND CENTRAL MARKETING
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2005

NASCAR kicked off its annual year-end awards bash in high fashion, turning the streets of Manhattan into a track for its top 10 Nextel Cup drivers.

For a week leading up to the awards, the drivers’ cars were parked at points across the city, with radio and newspaper ads hyping the event. Donald Trump waved the green flag to start the procession at NASDAQ headquarters in Times Square, and stars like Kurt Busch, Dale Earnhardt Jr. and Jeff Gordon drove behind a police escort to NASCAR’s Park Avenue office. Shutting down the city’s streets was no easy task, but Grand Central Marketing got an assist from the city’s sports commission, which helped with clearance from the mayor’s office, the transportation department and the NYPD.

The sight of stock cars in Manhattan was enough to trigger thousands of onlookers along the route and news coverage across the country: Stories aired in 16 of the top 20 U.S. markets.

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