ESPN making lot of noise about NASCAR

NASCAR is hoping ESPN’s return to the sport will jump-start sagging TV ratings, and the network is revving up its efforts with an aggressive brand campaign that debuted this week.

The first part of the campaign includes a music video of race fans and drivers in the moments leading up to the green flag. A second ad shows young fans’ need for speed, and a third focuses on the importance of family in NASCAR’s culture. All conclude with the slogan: NASCAR: ESPN. It’s the Life.

A second campaign highlighting the network’s daily news show “NASCAR Now" will begin on Jan. 29, and the third campaign, which features Busch Series drivers, debuts Feb. 5. ESPN will place a large emphasis on the Busch Series, which will be televised in its entirety on its networks.

“The overall intention is to generate an awareness and excitement in NASCAR and its return to ESPN," said George McNeilly, director of ESPN communications. “We hope it demonstrates our deep understanding of the sport and its passionate fans. The campaign is to appeal to anyone who is currently a NASCAR fan, or will soon be." More from AP article