News
Auto Club Speedway Selects MeringCarson
June 2008
Southern California’s Home of Racing Taps California Agency for Brand Campaign
ENCINITAS and SACRAMENTO, Calif. – Racing powerhouse Auto Club Speedway of Southern California in Fontana has selected MeringCarson (www.meringcarson.com) as its agency of record for advertising and marketing programs. Formerly known as the California Speedway, this iconic track welcomes NASCAR, NHRA, AMA and other racers from all over the country for countless other events year ‘round.
MeringCarson will create multiple event campaigns based around the Speedway’s connection to the California lifestyle combined with the region’s rich racing heritage – reminding visitors what a unique experience events at the Speedway promise to be. “We want to showcase to the market that the Auto Club Speedway of Southern California offers something no other venue does – a racing experience without traditional boundaries and truly reflective of the innovative, trailblazing lifestyle that is Southern California,” said Paul Whitbeck, general manager of MeringCarson’s San Diego County office.
Focusing on signature Auto Club Speedway of Southern California events, MeringCarson will use a mix of media throughout Southern California including regional television spots, radio, print, out-of-home marketing and online. The goal for all program elements is to drive attendance to featured events such as the Pepsi 500 and Camping World 300 over Labor Day weekend, the Auto Club 500 and Stater Brothers 300 in early 2009 and the AMA Superbike Challenge in April 2009.
According to Auto Club Speedway of Southern California President Gillian Zucker, MeringCarson was selected based on its success in defining unique destination brands and experiences. “We looked at the outstanding work MeringCarson did for clients such as the California Travel and Tourism Commission, the Lake Tahoe Visitors Authority, Pebble Beach Resorts and the California State Fair and knew that the agency had the vision required to communicate the feel of the Speedway to a large audience,” Zucker added.
With offices in both Sacramento and Encinitas, MeringCarson is one of California’s leading advertising and marketing agencies. The agency represents a diverse roster of clients including some of the biggest names in hospitality such as the California Division of Tourism, The San Diego Convention and Visitors Bureau, Lake Tahoe Visitors Authority, Ski Lake Tahoe, Monterey County Convention and Visitors Bureau and the Manchester Grand Hyatt San Diego, along with other category-leading brands such as Sutter Health and California Raisins. Log on to www.meringcarson.com to learn more.
The Auto Club Speedway of Southern California is owned by International Speedway Corporation, a leading promoter of motorsports activities in the United States, currently promoting more than 100 events annually. For more information, visit the company’s website at www.autoclubspeedway.com.