Ethanol activation centered around IndyCar Series partnership While the IndyCar Series and its teams tune up their Honda engines for a new era of motorsports -- the introduction of 100 percent fuel-grade ethanol -- the Ethanol Promotion and Information Council (EPIC) has been fine tuning its first-ever national marketing campaign around its partnership with the IndyCar Series. The first and only motorsports series to run 100 percent fuel-grade ethanol, the IndyCar Series is at the forefront of this push for renewable energy. This decision makes the IndyCar Series, the cutting-edge leader in motorsports safety and technology, a leader in renewable and environmentally responsible fuel produced in the U.S. As part of its marketing activation EPIC has planned:
* Mobile Marketing Unit: EPIC's mobile marketing unit will travel to all 16 domestic IndyCar Series events in 2007 and will be located at in each track's midway area. The interactive unit is designed to educate consumers with videos, show cars and child-friendly exhibits. It also will make appearances at selected fairs and environmental festivals across the country.
* Media Buy: EPIC's television partnership with ABC/ESPN is its first on any national network and includes an ESPN.com aspect. Ethanol's IndyCar Series-specific commercial will run during IndyCar Series telecasts. EPIC also has committed to local advertising buys in race markets.
* Pump Tours: Building on the success of pump tours in 2006 that allowed consumers to buy E10 fuel in race markets at a reduced price, EPIC will continue the tours and enhance them with its mobile marketing units. The tours included IndyCar Series drivers and local political leaders and serves as an initiation for many consumers to an ethanol-enriched product.
* Fan Packs: In partnership with the IndyCar Series, a minimum of 5,000 fan packs will be distributed at all domestic IndyCar Series events. The fan packs will include posters, giveaways and other fan-friendly marketing items.
"This is our first truly national marketing effort," said Reece Nanfito, senior director of marketing for EPIC. "Our partnership with the IndyCar Series will allow us to highlight the benefits of ethanol fuel. There is no better way to showcase ethanol's performance aspects than with a car going 220 mph."
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