To highlight its sponsorship of the Canadian Tire NASCAR Series races, Canadian Tire partnered with Toronto-based activation agency Fuse Marketing Group to create a cross-Canada experiential marketing program.
The goal of the tour is to create awareness of Canadian Tire's NASCAR sponsorship, provide an opportunity for Canadian Tire dealers to engage their customers, vendor partners and communities, and bring in new fans to the races.
The traveling interactive brand experience is activated by two Mobilexhibit MX2000 trailers that open to become high-tech promotional installations.
Visitors to the trailers participate in high-energy activities including NASCAR racing video games provided by Sony PlayStation, an Armor-All demo area, a Kodak Winners' Circle photo area to provide keepsakes of the experience, NASCAR-branded satellite radio programing provided by Sirius, and take away a sampling of branded giveaways. Consumers can also view highlights of NASCAR races on large video screens and see NASCAR-branded products available from Canadian Tire.
During each racing season the two Fast Track Tour trailers visit over 80 Canadian Tire retail locations and every Canadian Tire NASCAR Series race across Canada.
"As the country's leading automotive retailer and an avid supporter of racing in Canada for more than twenty years, we are thrilled to be able to bring the NASCAR Canadian Tire Series to drivers and race fans across the country," said Tony Kuczynski, Vice President, Automotive, Canadian Tire.
"NASCAR and Canadian Tire share a passion for motorsports and automotive products. We are excited that through this partnership we are able to bring an exciting new lineup of NASCAR branded products to Canadian fans ."
FUSE Marketing Group is a creative brand activation agency. Passionate about delivering strategic, innovative and effective marketing solutions, FUSE is a marketing services company with a proven track record as a valued partner to over a dozen leading Canadian clients. These partnerships drive sales, build brands and grow businesses.
To learn more about FUSE Marketing Group, visit www.fusemg.com
Canadian Tire Corporation, Limited (TSX: CTC, CTC.a), operates more than 1,100 general merchandise and apparel retail stores, gas stations and car washes in an inter-related network of businesses engaged in retail, financial services and petroleum. Canadian Tire Retail, Canada's most shopped general merchandise retailer, with 468 stores operated by Associate Dealers across Canada offers a unique mix of products and services through three specialty categories in which the organization is the market leader - Automotive, Sports and Leisure, and Home Products.
For more information about Canadian Tire, visit www.canadiantire.ca
NASCAR Canada supports the continued growth of the NASCAR fan base and further extends the popular NASCAR brand in Canada through sponsorship and licensing opportunities, marketing initiatives, multi-platform media programs and grassroots projects. NASCAR is the top-rated motor sport on Canadian television.
For more about the Canadian Tire NASCAR Series, visit localracing.nascar.com/series/6
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