Nascar Awards Series to Boone/Oakley

ATLANTA Boone/Oakley will create television and print advertising for two Nascar race series, the client confirmed.

The Charlotte, N.C., agency competed against at least two other area shops, crosstown rival Elberson Senger Shuler and Coyne Beahm of Greensboro, N.C., sources said.

Agency founder John Boone said the shop would develop ads that promote television viewership and racetrack attendance for Nascar’s Busch and Craftsman Truck series.

Boone said the Charlotte-based client was looking for an agency to focus on strategies developed for each race. “They wanted an agency that would listen to them, and be able to focus a lot of time and energy and importance on the Craftsman and Busch series,” he said.

“They threw themselves into this,” said Roger VanDerSnick, client managing director of brand and consumer marketing. “Early on they came back [to us] with work, enthusiasm and a level of penetration for both series that was very impressive.”

Cup races have the bigger audience, but the Busch and Truck series are more exciting races to go to and watch, said Boone. “They’re more competitive. More beating and banging, more door-to-door aggressive racing. That’s what the fans come out for and want to watch,” he said.

Spots will air on Fox, FX, NBC, TNT and the Speed Channel. Additional print and Internet ads will complement the TV campaign. The media budget is undisclosed.

Earlier this year Nascar pulled its account from Young & Rubicam in Chicago, handing it to Interpublic Group’s The Martin Agency in Richmond, Va. Martin handles corporate image work and the erstwhile Nascar Winston Cup Series now being sponsored by Nextel.

Nascar spent $10 million on advertising in 2002 and $6 million in the first six months of 2003, per TNS Media Intelligence/CMR.