Testimonial: Apex-Brasil
Apex-Brasil debuted as a major official sponsor of the IZOD IndyCar Series in 2009. The Brazilian Trade and Investment Promotion Agency represents a groundbreaking new category for sponsorship investment. Apex-Brasil's charter is to facilitate and foster trade opportunities for Brazilian companies doing business around the world. Thus, it is the first public sector trade organization to recognize motorsports as a platform for its private sector constituents to educate and develop business relationships. Additionally, the program provides a one-of-a-kind showcase for Brazilian technology, innovation and sustainability. This includes providing the ethanol that fuels the IndyCar field.
The Apex-Brasil IndyCar program has a focused mission: increase consumption of Brazilian products and services particularly in the United States, Canada and Japan, each of which hosts IndyCar races. To achieve this mission, JMI assisted in the development of a highly integrated campaign based on strategic insights and best practices learning. Using its imaginative "Experience Our Energy" call to action, Apex-Brasil used television, radio, web and at-track channels to drive traffic to its featured web site www.experienceourenergy.com. A traveling multi-media experiential unit traveled to races, introducing race fans to the culture and commerce of Brazil. Brand ambassadors and product sampling added to the unit's allure. Business-to-business entertainment opportunities provided Apex-Brasil's member companies and sectors to engage thousands of guests who received amenities such as premium race-view suites, Brazilian-themed hospitality, pit and paddock access, behind-the-scenes guided tours, race team and celebrity meet-and-greets and VIP pace car rides. On and off the race track, popular Brazilian driver Tony Kanaan represented Apex-Brasil. By the close of the 2009 racing season, Apex-Brasil estimated more than $200 million in exports was credited to the program.
Mikel Hartman - VP, Client Services and Bob Abdellah, VP, Global Communications explain some of the initiatives that were carried out for Apex-Brasil. Alessandro Teixeira, CEO of Apex-Brasil provides a point-of-view on how JMI's insider knowledge, influence and relationships and creative customized solutions assisted Apex-Brasil in meeting their objectives.
