Toyota Honored with NASCAR Marketing Achievement Award at Myers Brothers Luncheon

At the Myers Brothers Luncheon on Wednesday, December 4th, Toyota was honored with the 2014 NASCAR® Marketing Achievement Award.

“Toyota is a world class marketer that consistently demonstrates how to effectively leverage its strong brand across all NASCAR platforms to drive measurable performance both on and off the track,” NASCAR Chief Operating Officer Brent Dewar said. “Celebrating its tenth year in the sport, Toyota is a true partner to NASCAR at all levels.”

Toyota becomes only the second company to win the award multiple times, joining Coca-Cola. Through intellectual property, promotions, B2B, online, broadcast, at track, event marketing and social media, Toyota has engaged fans, customers and employees with knowledge about NASCAR. One of the key pieces to their platform was how they promoted the new Chase for the Sprint Cup format, being creative in every form of media to get the message across.

“Toyota is honored to receive the NASCAR Marketing Achievement Award for the second time in only four years,” Ed Laukes, vice president of marketing, performance and guest experience for Toyota, said. “Our commitment to NASCAR, both on the race track and to our fans and consumers, has grown each and every year since we formed our partnership in 2004. Our continued development of new initiatives to engage the fans and help enhance their experience is paramount. We thank NASCAR for its continued support, and look forward to introducing everyone to the 2015 Camry along with other initiatives when we get to Daytona in February.”  

As highlighted in the press release, here are key Toyota integrated marketing highlights that are recognized by NASCAR:

• Partnered to help launch the Air Titan 2.0, NASCAR’s innovative track drying system, which is pulled by Toyota Tundra trucks
• Supported The NASCAR Foundation by contributing a Toyota Camry to the 2014 Betty Jane France Award winner
•  Became the first founding partner of the Daytona Rising Project
• Introduced its NASCAR Sprint Cup Series™, 2015 Camry race car in unison with its Camry production cars’ arrival in the showroom
• Executed four race entitlements across three tracks and major at-track presence, activating at 32 tracks
• Prominently featured NASCAR Sprint Cup Series drivers Clint Bowyer and Matt Kenseth in national TV creative
• Continued support of NASCAR multi-cultural marketing efforts, including; integration with NASCAR Te Mueve Hispanic marketing platform, entitling the NASCAR Mexico Toyota Series Toyota 120 at Phoenix International Raceway, sponsoring NASCAR Drive for Diversity and Rev Racing drivers Darrell Wallace, Jr., German Quiroga and Daniel Suarez 
• First Official Partner to support and integrate into the new NASCAR Chase Grid™ digital game platform
• Sponsored the new interactive Chase fan event in Chicago, Chase Grid Live Sponsored by Toyota and Sprint
• Built cultural relevance in NASCAR by using its “Made in America” core message to establish the company as an American carmaker, and supported our nation’s military and their families through its backing of Hiring Our Heroes and NASCAR – An American Salute initiatives

About the Author

Ashley McCubbin

Joining OnPitRoad.com mid-2013 season, Ashley McCubbin is now the Managing Editor and contributes to each racing division as needed. Since studying journalism at the University of Guelph-Humber, Ashley has published articles on a couple of different websites, while serving as a public relations representative for different short track teams. Born in North York, Ontario, Ashley currently lives in Bradford, Ontario and spends her weekend at the local short tracks in the area. She has spent her entire life at the short track level, falling in love with the sport at the age of five. Beyond her love of short track racing, she also has grown an interest for both NASCAR and the IndyCar Racing Series. She also enjoys taking photos and working on websites, while playing a couple rounds of Candy Crush afterwards.

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