NHRA Retains Edelman to Support National PR Campaign

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Tue, 10 Jun 2008, 10:10 AM

NHRA Selects Edelman to Support its Growing National Public Relations Initiatives

Courtesy of NHRA Communications

GLENDORA, Calif. -- NHRA, the world's largest Motorsports organization, has retained Edelman, PRWeek's 2007 Large Agency of the Year, to provide support and counsel with the implementation of its national public relations campaign.

This announcement is the latest in a series of major strategic initiatives made by NHRA this year, including a two-year extension of the Series' title sponsorship with the Coca-Cola Company and a strategic partnership with global sports and entertainment firm IMG to assist with sponsorship sales.

"This partnership further exemplifies our resolve to bring the quickest, fastest and most entertaining form of Motorsports to market in the mainstream community," said Jerry Archambeault, NHRA vice president of public relations and communications. "We have a great story to tell and who better to help us communicate it than Edelman, which has a proven track record in motorsports."

The NHRA POWERade Drag Racing Series features the most unique and energizing form of racing on the planet: 7,000-horsepower cars that accelerate from 0-to-100 mph in less than a second and reach top speeds of more than 330 miles per hour. The Adrenaline Rush of Racing, featuring young stars like Ashley Force and Brandon Bernstein, Melanie Troxel and Antron Brown, has enjoyed rising TV ratings through the first quarter of 2008 and is looking forward to opening a brand-new, state-of-the-art drag strip in Charlotte, N.C. in September.

Edelman's team will be led by Gregory Lee Hendricks, head of Edelman's Motorsports division based in the company's Chicago office. He will be supported by a team of motorsports and sports and entertainment experts around the company's U.S. network including Edelman's recent expansion into the key Motorsports hub of Charlotte.

"We are excited to partner with NHRA to help build on the league's continued success," said Edelman Motorsports Senior Vice President and Chicago Group Head Gregory Lee Hendricks. "The NHRA is a vibrant and exciting sport filled with a diverse group of drivers and personalities and we look forward to introducing this great sport to a wider audience."

NHRA's current, internal media relations team will continue to manage the race-to-race event management and promotion, while Edelman will be charged with increasing the sanctioning body's national profile through the strategic placement of the NHRA brand at high-profile events and with influential media on a consistent, ongoing basis.

Edelman will be targeting predominantly non-endemic media in the lifestyle, health & fitness, fashion and general news categories in addition to building NHRA's presence across multiple New Media platforms.