As our longest tenured client, we understand that SUBWAY® places high emphasis on receiving increased media value through all sponsorship activities. In order to effectively leverage its NASCAR program, SUBWAY® integrated national brand messaging into its racing assets. SUBWAY® maximized the ‘Famous Fans’ throughout the season to promote their events.
Our priority was creating opportunities for SUBWAY® to bring all of its marketing assets together through two entitlement races in 2012. The Subway Fresh Fit 500™ at Phoenix International Raceway allowed us the opportunity to incorporate NFL superstar, Ndamukong Suh, NASCAR driver, Carl Edwards, and SUBWAY® spokesperson, Jared Fogle into the entitlement. The JMI-designed race logo and SUBWAY® themed No. 99 Roush Fenway Ford were ideal finishing touches.
Through a partnership with Coca-Cola, SUBWAY® titled its fourth consecutive NASCAR Nationwide Series summer race at Daytona International Speedway. At this event, Subway honored Colonel Gregory Gadson, Purple Heart recipient and star in the movie Battleship, as the Grand Marshal. As we approach 2013, we expect to deliver new and unique ways for SUBWAY® to continue to effectively use their NASCAR platform.