GS&H Waves Checkered Flag on Raceway Project

Grant, Scott & Hurley, which has worked with NASCAR-affiliated Sears Point Raceway since 1999, has been tapped to introduce the track’s new name, Infineon Raceway.

The Sonoma, Calif., track recently struck a deal with Infineon Technologies, a German semiconductor maker with offices in San Jose, Calif. The new name was unveiled in late June at the Dodge/Save Mart 350 NASCAR Winston Cup event.

GS&H created several ads breaking now in newspapers and on billboards to hype the name change.

Teasers included the date of the change, adding, “Infineon puts the pedal to the metal.” A follow-up execution featured the image of a gearshift with the text: “Infineon shifts into high gear.”

Ads breaking now show the track’s new logo. The text reads: “Sears Point Raceway is now Infineon Raceway. And a new era in Bay Area motorsports begins.”

Ad spending was not disclosed.

“A lot of people in the Bay Area don’t know Infineon Technologies, but they do know there’s something cool about motorsports,” said Scott Aal, co-creative director of GS&H. “We just tried to capture some of that racing excitement. Hopefully, the connection between the best racetrack in the Western U.S. and this leading technology company will help both parties over time.”

“The increased market visibility will play a strategic role in building our global customer base,” said Infin-eon vp of sales Julian Hawkins. “Many new product design decisions are influenced by engineers and executive teams based in North America.”

The annual American Le Mans Series event will be renamed the Infineon Grand Prix of Sonoma.

The changes come as the track nears completion on a $50 million modernization project.

GS&H, formed in 1998, boasts $25 million in billings. Clients include the San Francisco Chronicle, Canandaigua Wines and CNF.