Challenge

Grand-Am Road Racing is widely regarded by fans and racing insiders as one of the world's most competitive racing series.

Grand-Am was acquired by NASCAR in 2008 and although operated as one entity the Grand-Am brand was overshadowed by the better-defined and more widely known NASCAR brand. As a result it was difficult for anyone other than true Grand-Am enthusiasts to recognize what makes the series a truly unique racing experience.

Results

The James Group uncovered that the truely unique offering of Grand-Am was the access and proximity which fans had with the drivers, teams and sponsors.

Grand-Am was repositioned as the ultimate road racing experience where fans are participants and not just spectators, supported by the tagline: "Giving Racing Back to the Fans."

Since the launch of the rebrand in 2010, Grand-Am brand awareness and engagement have dramatically increased resulting in higher race day attendance levels and broadcast viewership.

Services for Grand-Am

Brand Strategy, Tagline, Mobile App, Web Banner Campaign, Sales Collateral, Direct Mail, T-shirt Designs, Event Promotions (including onsite and outdoor).

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com