Case Histories

NASCAR: Supporting the Daytona 500

Catalyst's Assignment:

  • Catalyst worked closely with NASCAR’s internal public relations team to support its season launch race, the 50th Running of the Daytona 500.
  • The focus of the assignment was to engage core NASCAR audiences / fans to drive viewership of the historic event.

Implementation:

  • Catalyst utilized its strategic media relations process to identify the media consumption habits of NASCAR’s target audience and in turn developed a comprehensive Viewers Guide that highlighted key story angles to help drive coverage.
  • Catalyst conducted aggressive media outreach more than 60 days prior to the Daytona 500 to ensure placements were secured in influential long- and short-lead outlets.

Results:

  • Catalyst’s stand-alone efforts generated more than 110 million strategically targeted impressions in top-tier outlets including TV Guide, Parade, Sports Illustrated, ESPN.com, EW.com, Country Weekly, On Sat Magazine, Los Angles Times, The Boston Globe and The Charlotte Observer, the equivalent of more than $2 million in publicity value.
  • 33.5 million Americans watched at least part of the 2008 Daytona 500, making it the second highest-rated and second most-watched 500 ever on Fox.

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Catalyst implements media strategy