MBA Invites Inner City to Nascar Week

ATLANTA The Maudlin Brand Agency is launching a promotional campaign for its upcoming “Welcome to Atlanta, Nascar,” a weeklong series of events.

Atlanta-based MBA is the marketing and advertising division of So So Def Recordings & Entertainment. This is its first project in cooperation with Nascar drivers such as Bill Lester and Scott Wimmer, both scheduled to appear at several of the events taking place in and around Atlanta from March 10-15, the agency said.

Michael Mauldin, founder and chief strategic officer at MBA, indicated the project is the first of its kind in Atlanta. An avid Nascar fan for more than 30 years, Mauldin said that MBA is the ideal choice to introduce the client to the Southern city’s urban community.

“Our goal is to connect the Nascar experience and products to urban consumers and increase urban audience participation at future Nascar events,” said Mauldin.

Radio spots promoting “Nascar Week” events will begin airing on Radio One stations in Atlanta, including 102.5, 97.5, 107.5 and 107.9, later this month, the shop said.

“Welcome to Atlanta, Nascar” week starts Wednesday, March 10 with a press conference at the mayor’s office announcing the program and recognizing Nascar’s contributions to motor sports, the shop said. Additional events, such as parties and promotional appearances by drivers and celebrities such as Jermaine Dupri and Bow Wow, are also scheduled at venues like Vision Atlanta Nightclub & Lounge, Cumberland Mall and Underground Atlanta.

All events coincide with races such as the Craftsman Truck Series at Atlanta Motor Speedway on Saturday, March 13, and the Nextel Cup-Golden Corral 500 Race, which will be run on the same course the next day.

MBA said that Sears Craftsman is the title sponsor for “Welcome to Atlanta, Nascar” week, along with Radio One and the City of Atlanta.