Moving from 2005's theme of "Adrenaline Amplified", the IRL announced that it has put its stock in entertainment industry veterans Gene Simmons and partner Richard Abramson to head up a marketing campaign for the 14-race 2006 IndyCar Series season source: paddocktalk.com Simmons, singer and bassist for the legendary rock band KISS and Abramson will be responsible for all facets of marketing for the League and for the Indianapolis 500 Mile Race, this year celebrating its 90th iteration. The tag line for this promotional push by Simmons Abramson Marketing is: "I am INDY" and features a hard-rock signature song co-authored by Simmons and BAG. Simmons Abramson will seek to enhance the marketability of the 10-year-old Indy Racing League by placing a link between drivers and fans with its hard-driving beat. Marketing emphasis will be placed on 2005 IRL champ Dan Wheldon, who won both the series title and Indy 500 in 2005; on Indy's 4th place starter and finisher Danica Patrick, who brought immense publicity to the League for her endeavors as she led 19 laps on the Indianapolis Motor Speedway's hallowed 2.5-mile oval in the seminal May classic. In addition the program will give promotional push to two-time champ Sam Hornish Jr., his teammate Helio Castroneves (a two-time Indy winner), 2004 titleholder Tony Kanaan, Scot Dario Franchitti and 2004 Indy winner Buddy Rice, who became the first American to drink milk at the Brickyard's premier race since Eddie Cheever Jr. in 1998.
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