Martin’s Up to Speed for ‘Nascar Nation’

ATLANTA The Martin Agency has helped develop a new cable television show and plans to launch an ad campaign to promote its newest client, Speed Channel, the shop said.

The show, Nascar Nation, is scheduled to premiere in February on Speed Channel, a cable network dedicated to motor sports and automotive programming. The network bills the show as the most comprehensive Nascar program on television. It will air four times each week.

The network chose the Interpublic Group shop in Richmond, Va., without a review based on the shop’s work for Nascar and the UPS Nascar racing team, said Bill Osborn, senior vice president of marketing and on-air promotions for Speed Channel.

Billings were not disclosed. The network handles its own media buying.

Martin has been creating advertising for UPS’ Nascar team, including the “Race the truck” campaign, since 2000. It added the corporate Nascar account last year.

The agency conducted nationwide research to help the network find features that Nascar fans said they want to see on the program. The shop will launch a print and television campaign early next year to promote the show.

“This show has been designed by Nascar fans for Nascar fans,” said Katherine Wintsch, senior strategic planner for the agency.