Subway
Extending its tradition of activation around NASCAR events, the SUBWAY® restaurants franchise chain was again active in both the U.S. and Canada. In a shrewd move to align its health-smart brand with one of racing's fittest drivers, SUBWAY® restaurants sponsored Carl Edwards of Roush Fenway Racing. The popular driver appeared in two of its 2009 television commercials. The company's familiar brand marks were displayed on Edwards' No. 99 Ford Fusion as JMI designed the primary paint scheme used at three select events
In addition, JMI managed the transition of sponsorship and utilization of the SUBWAY® restaurants team/driver inventory during 2009. For the fifth consecutive year, JMI executed the SUBWAY® restaurants entitlement of the early-season NASCAR Sprint Cup Series race at Phoenix International Raceway. A new race association came in the form of the SUBWAY Jalapeño 250 at Daytona International Speedway powered by Coca-Cola. In addition to conducting at-track activations, JMI further led creation of the key logo for the event. A series of Carl Edwards-focused SUBWAY® restaurants merchandise items was also made available for franchisees and store associates to purchase via a webstore designed and managed by JMI. A pair of SUBWAY® restaurants/Carl Edwards replica show cars were again deployed and managed by JMI as part of an experiential marketing program.
SUBWAY® restaurants in Canada enjoyed their third year as Official Sandwich QSR of NASCAR. Their official status positioning provided them a very significant presence on NASCAR TSN programming. JMI worked with SUBWAY® restaurants in taking advantage of the NASCAR Nationwide Series Race in Canada, which was held at Circuit Gilles-Villeneuve in Montreal, Quebec to reinforce their official status with trackside advertising and a promotional package including a consumer sweepstakes.