NASCAR Launches Branding Campaign

Looking to give its print products a more unified identity, NASCAR has launched a branding campaign aimed at both consumers and retailers. "We want to put all our products under the same umbrella," said Mark Dyer, v-p of licensing and consumer products for the racing association. NASCAR has publishing deals with about 12 companies. The centerpiece of the campaign is the creation of the NASCAR Library Collection, which will serve as a logo to be placed on officially licensed books and other print products as well as the name of the online bookstore that will be part of NASCAR.com.

The online store, which opened May 21, "is the first time all of our books can be found in one place," Dyer told PW. Among the publishers with whom NASCAR has licensing agreements are Becker & Mayer, Bendon Publishing, Publications International, Sports Publishing and John Wiley & Sons.

Dyer said that with the rapid growth of the NASCAR fan base, it is important to have one place "where people can immerse themselves in the sport. The best way for people to learn about NASCAR is through books." The Library Collection site features book covers, tables of contents and excerpts as well as a description of the various titles. Books can be ordered directly from the site. Dyer said the NASCAR home page gets about 3.5 million unique visitors per month.

To further spread the word about its book line, a Library Collection page will be part of NASCAR.com's June print catalogue, which goes to about 500,000 consumers.

NASCAR also developed radio ads and Library Collection giveaway promotions.

NASCAR is using the NASCAR Library Collection logo as a way to differentiate officially licensed NASCAR books from unauthorized editions. "The mark acts as a cross between the Good Housekeeping Seal of Approval and Oprah's Book Club," said Jennifer White, senior manager of publishing at NASCAR. The first products to bear the logo will be in stores by the end of this month.

Using the logo as the focus, NASCAR is planning an advertising and promo effort to tell consumers to look for the Library Collection mark, "to make sure they are getting an authentic product of NASCAR," White said. Among the publications where the Library Collection ads will appear are NASCAR Scene, NASCAR Illustrated and NASCAR Review, which, Dyer said, have a total circulation "in the hundreds of thousands." NASCAR will work with retailers to make them aware of the branding campaign and to alert them to which products are licensed by NASCAR.

NASCAR is also working with a major retailer to create a four-foot NASCAR Library Collection shop within its stores that will bring together all NASCAR products, including books, magazines, calendars and gifts. NASCAR hopes to launch the section in August.