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bienvenidos a NASCAR : Hispanic Marketing Initiative Hits Miami
Program Creates Engaging At-Track Experience For Hispanic Community
DAYTONA BEACH, Fla. (Nov. 15, 2011) - In the city commonly known as the "Gateway to Latin America," the "Bienvenidos a NASCAR" Hispanic Market Initiative, a program geared to attract Hispanics to the sport, will culminate its three-track 2011 run at Homestead-Miami Speedway this weekend - with plans to build on its success in 2012.
Homestead-Miami Speedway will offer Hispanic fans special ticket offers to its NASCAR races from November 18-20, ending with the crowning of the NASCAR Sprint Cup Series champion in Sunday's Ford 400. Special ticket packages can be purchased via a dedicated Spanish language page www.HomesteadMiamiSpeedway.com/Bienvenidos and dedicated phone line, (866) 549-7223 .
"I think it's a great opportunity for our sport," said Chase for the NASCAR Sprint Cup driver Brad Keselowski. "I think it's an opportunity to continue to open more eyes and bring in more faces and bodies."
In addition to the consistent "Bienvenidos a NASCAR" signage at track, this weekend will feature Bienvenidos a NASCAR decals displayed on all three NASCAR national series race cars and trucks, Spanish language brand ambassadors, virtual bilingual QR code garage tours and Spanish language live race broadcast though scanners. Other highlights include:
- International duo Chino y Nacho will perform on race day Nov. 20th. The group's most recent album "Supremo" debuted atop the Billboard Latin Albums Chart, and was the highest selling Spanish-language album at the iTunes Latino store during its release week. Immensely popular on social media, Chino y Nachos boasts more than 1.6 million "likes" on its Facebook fan page, and 550,000 followers on its Twitter account. The day's pre-race concert will take place at noon ET on the Coca-Cola Stage at Homestead-Miami Speedway. After the concert, the group will be given a garage tour and later experience the race from the No. 42 pit box of Juan Pablo Montoya.
- Brazil-native Nelson Piquet Jr., a NASCAR Camping World Truck Series Sunoco Rookie of the Year contender driving the No. 8 Chevrolet for Kevin Harvick Inc., will be running a "Bienvenidos a NASCAR" paint scheme on both his truck and NASCAR Nationwide Series No. 30 Turner Motorsports "Bienvenidos a NASCAR" Chevrolet car in recognition of NASCAR's efforts, and his own appreciation to Latin Market outreach.
- Mexican German Quiroga making his second appearance in the NASCAR Camping World Truck Series, will race the No. 51 Kyle Busch Motorsports Toyota in Friday night's Ford 200. The 31- year-old Mexico City native has 17 career wins in the NASCAR Mexico Series - second on the all-time win list - and recently clinched his third consecutive NASCAR Mexico Series championship.
Bienvenidos a NASCAR: Hispanic Marketing Initiative Hits Miami
Activated in partnership with Chicagoland Speedway, Phoenix International Raceway and Homestead-Miami Speedway, the "Bienvenidos a NASCAR" test program has reached Spanish language viewers in Chicago, Dallas-Fort Worth, Houston, Las Vegas, Denver, San Francisco, Sacramento, Phoenix and soon Miami via television and radio as well as various print and online outlets.
About NASCAR
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America's premier sports. NASCAR races are broadcast in more than 150 countries and in 20 languages. In the U.S., races are broadcast on FOX, TNT, ABC/ESPN/ESPN2, SPEED and SIRIUS/XM Satellite Radio. NASCAR fans are among the most brand loyal in all of sports, and as a result more Fortune 100 companies participate in NASCAR than any other sport. NASCAR consists of three national series (the NASCAR Sprint Cup Series, NASCAR Nationwide Series, and NASCAR Camping World Truck Series), four regional series, and one local grassroots series, as well as two international series. Also part of NASCAR is Grand-Am Road Racing, known for its competition on road courses with multiple classes of cars. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada and Mexico. Based in Daytona Beach, Fla., NASCAR has offices in eight cities across North America. For more information and a complete schedule, visit www.nascar.com Follow NASCAR onwww.facebook.com/NASCAR or on Twitter: @NASCAR.
For more information, contact:
Estefania Acosta-Rubio, NASCAR Integrated Marketing Communications
(704) 348-9683 or
eacostarubio@nascar.com.
ABOUT THE MIAMI-DADE SPORTS COMMISSION
The Miami-Dade Sports Commission was created by the Miami-Dade County Board of County Commissioners in 2003, and opened for business in April of 2004. The Sports Commission promotes youth, amateur and professional sports in Miami-Dade County, and works to secure sports events that will generate economic impact for the community. Since beginning full operation in 2004, the Miami-Dade Sports Commission has secured over 125,000 room nights, $150 million in economic impact, and more than 50 events, including the 2005 & 2006 FHSAA Football Finals, the 2006 Florida's Sunshine State Games, the 2007 US Fencing Summer Nationals, the 2009 NCAA Division I Men's Basketball Regional, and the 2009 USA Junior Olympic Girls' Volleyball Championships.
The Miami-Dade Sports Commission is a proud partner of the United State Olympic Committee's Community Partner program.