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HOUSTON -- To support the company's sponsorship in time for the 2007 NASCAR Nextel Cup season, Shell Oil Co. launched an integrated marketing platform to expose its brand profile to NASCAR fans both on and off the racetrack.
The sponsorship was signed in October 2006, and will leverage the Shell and Pennzoil brands by appearing on NASCAR driver Kevin Harvick's red and yellow racecar. Harvick, a member of Richard Childress Racing team, will drive the No. 29 Shell-Pennzoil car. The brands will also appear on other Richard Childress cars including the No. 31 car driven by Jeff Burton and the No. 7 car driven by Clint Bowyer.
"I'm very excited to be working with Shell and Pennzoil because they both have a very long and successful history in motorsports," said Harvick. "I've been blown away by the commitment they've shown to me and RCR. I think their passion is evident in all that they're doing to support this relationship from what you see in the Shell locations, at track and internally with their employees. I've visited Shell headquarters in Houston and was able to experience it all firsthand."
Off the track, participating Shell locations will be provided with various in-store branding and merchandising materials. An interactive life-sized cutout of Harvick will promote the sponsorship by promoting Shell-Pennzoil merchandise including special edition apparel exclusive to Shell locations, as well as novelties and collectibles. Point-of-purchase materials including a limited edition Shell Racing Gift Card and a free 2007 Nextel Cup Series race schedule are also available. Locations can also showcase a No. 29 racecar replica to attract attention at stations.
"It's been great to see the new No. 29 Shell-Pennzoil car signage and merchandise at Shell locations across the country and feel the buzz behind this perfect relationship. Shell is passionate about our relationship and I'm excited to work with them this year and beyond," said Harvick.
Outside of stations, a marketing tour called "Passionate Experts" will visit 15 cities starting Feb. 14 at the Daytona 500. The tour features interactive exhibits games and videos. The promotion will educate consumers on smart fuel decisions and the differences in gasoline quality.
"This innovative tour exhibit allows people to see firsthand that the choices they make at the pump can have real-world consequences on their car's performance," said Dan Little, Shell fuels marketing manager. "The tour allows visitors to learn how to avoid gunky build-up on critical engine parts, while also having fun."
A national television advertising campaign is scheduled to run later this year on national and cable networks. The 30-second spot depicts Kevin Harvick in a humorous driving situation with two actors portraying Shell scientists.
The brand's sponsorship marks an end to a nine year absence from the sport.
"Shell may have been away from NASCAR for nine years, but we think NASCAR fans and our customers will be able to see how excited we are about being back in the sport," said Heidi Massey-Bong, senior business advisor-NASCAR Sponsorships for Shell. "From NASCAR merchandise available at stations to commemorative gift cards, we've jumped back into NASCAR in a big way."
"Our plan with RCR and Kevin Harvick is pretty simple; have fun with our employees, wholesalers, retailers, distributors and customers through a sport we all love," said John Hofmeister, president, Shell Oil Company. "This new relationship builds on our existing motorsports platform by aligning the leading fuels and lubricants brands with winners on the track."