PRNewswire SAN ANTONIO Nov. 3 :
Best Western International, Inc. has entered into a three-year partnership
with NASCAR to become the sport`s first-ever Official Hotel, beginning
January 1, 2004.
Best Western will also serve as an associate sponsor of reigning Daytona
500 champion Michael Waltrip and the #15 NAPA Chevrolet for the 2004
NASCAR NEXTEL Cup season. Waltrip is a driver for Dale Earnhardt Inc.
“This is a very exciting time for Best Western and a great partnership for
us,” said Tom Higgins, president and CEO. “The power of NASCAR is
tremendous. Many Best Western guests are already fans, and our association
with the sport will help us create opportunities to attract new customers.”
“Through its official NASCAR sponsorship and its relationship with Dale
Earnhardt Inc., Best Western will be fully integrated in our sport,” said
Brett Yormark, vice president of corporate marketing at NASCAR. “By being
involved in our sport at various levels, Best Western will be able to
connect with NASCAR`s fan base and pursue partnerships with many of the
great brands in our sponsorship family.”
Best Western plans to leverage its NASCAR sponsorship with a variety of
marketing and promotional initiatives, including a sweepstakes, at-track
hospitality, cross-promotions with other NASCAR sponsors, advertising,
special NASCAR room rates, race ticket access and the creation of a
specialized loyalty program.
The travel industry`s first-ever loyalty card created just for NASCAR fans
will feature special NASCAR incentives, promotions, rewards and
merchandise. Because of the national scope of the sport and the proven
brand loyalty of NASCAR`s 75 million fans, this program will be a major
component of Best Western`s sponsorship strategy and builds nicely on the
brand`s current program, Gold Crown Club International, which is
recognized as one of the most progressive and highly ranked hotel rewards
program in the industry.
More information on the program will be available shortly. In the
meantime, consumers can visit bestwestern.com to register for the
sweepstakes that will give two lucky race fans the opportunity to meet
Michael Waltrip and see the race of their choice during the 2004 season.
NASCAR fans are more likely to engage in frequent travel than non-fans,
and more than 30 percent of NASCAR fans travel 400 miles or more to race
locations. Additionally, NASCAR fans are three times more likely to
purchase the products and services of NASCAR sponsors compared to
companies with no involvement in the sport.
“Best Western already has an outstanding family of hotels, and now our
partnership with NASCAR gives us another tool in reaching consumers and
growing our hotel owners` business,” said Higgins.
Best Western International is the WORLD`S LARGEST HOTEL CHAIN(R) with more
than 4,100 hotels in 80 countries and territories. Each independently
owned and operated hotel in this member association displays its own
unique charm while maintaining consistent global standards with
BestRequests(R). For reservations or more information, call (800) WESTERN
or visit bestwestern.com .
The National Association for Stock Car Auto Racing (NASCAR) has a broad
reach with 1,800 racing events in 36 states at more than 110 tracks. Among
major professional sports, NASCAR ranks number one in corporate
involvement and per-event attendance, and number two in television
viewership. The sanctioning body for stock car racing is headquartered in
Daytona Beach, Fla., with offices in New York City (Corporate Marketing),
Los Angeles (Broadcasting Media and Entertainment), Charlotte, N.C.
(Licensing and Aftermarket), and Concord, N.C. (Research and Development