PHILIPS
CONSUMER COMMUNICATIONS
Philips Racing Team
 When
Philips Consumer Communications decided to sponsor a NASCAR Winston
Cup Team three days before the start of the 1998 racing season,
a rapid response was essential to unveil the colors of the newly-minted
Philips Racing Team. We arranged a successful Daytona press conference
introducing driver Geoff Bodine and the #7 Philips Ford Taurus generating
interest from both the racing and general sporting press, as well
as the electronics trades.
To
continue to leverage its sponsorship through the season, a Philips
Racing Team page was created on the Philips Consumer Communication
web site. Featuring a short biography of Bodine and schedule of
Winston Cup races, the page reports his weekly adventures in 500-700
word articles.
As
the season progressed, we arranged interviews with local media and
created the "Honorary Pit Crew" program in which television
reporters were able to take part in the Philips Racing Team's practice
sessions and report on life in the pits in on-air feature stories.
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