AmericInn Backs NASCAR Driver Barrett For Additional Brand Exposure

CHANHASSEN, MN— The AmericInn Lodging System is going for a test drive with the world of car racing, having inked a multi-race agreement as the primary sponsor of driver Stanton Barrett during select races for the 2004 NASCAR season— a move that brings its name and logo to a consumer segment known to be loyal and mobile. The deal is part of the lodging chain’s “quick reach and frequency” marketing strategy aimed at growing its brand awareness in new and expanding geographic regions. It includes a minimum of eight NASCAR Busch Series races and select Nextel Cup Series races, which began in May at the California Speedway and will wind up in late October. Pairing an “up and coming” driver with a like lodging brand exhibits creativity, and will likely be a strong vehicle for getting AmericInn to the next level in terms of national brand awareness, as the races are watched by audiences of more than 1 million via television broadcasts, not to mention the 200,000 in attendance at each race location. “We had been discussing a sponsorship agreement since Daytona, where AmericInn sponsored Stanton in the Busch Series race. Based on his racing experience and his ability to positively represent the AmericInn Lodging System, I’m confident that we made the right decision to continue sponsoring this talented driver,” said Luke Fowler, chairman/CEO of AmericInn International, LLC. “This is a tremendous fit for the AmericInn Lodging System,” Fowler said. So owners and managers understand the reach of the sponsorship, AmericInn has encouraged its hotel owners to attend nearby races. The last NASCAR event in which Barrett raced was attended by 18 hotel owners and managers in the AmericInn system, who were able to experience the excitement of the effort and value of the medium in person, said Jon Kennedy, senior vp/marketing and franchise development. The sponsorship is a new strategy for AmericInn, which until now, has not ventured into this territory. “But we were aware that some of our competitors were doing it [sponsorships], and having some success, so we did our own research and decided to try it,” said Kennedy, who noted that the racing audience is similar to the AmericInn guest. In addition, the car racing industry is gaining popularity, particularly among home TV viewers, with 36 million viewers having tuned into events so far in 2004, which is up 10% from the year prior period. “We are pumping our logo, 800 telephone number and website to all of those people,” Kennedy said. And with the demographics of viewers and race attendees split almost 50/50, male vs. female, the brand is reaching a solid cross-section of the population. “Not to mention, NASCAR and other such fans like to travel and are known for being loyal. They know their sport depends on sponsors, and are committed to supporting those sponsors,” said Kennedy. AmericInn is expected to emphasize the newly formed relationship by doing some cross promotions with Barrett in the near future. Already a select number of hotels are offering NASCAR and other promotional pieces signed by Barrett, a former Hollywood stunt man who has appeared in hundreds of movies, television shows and commercials, said Kennedy. “There are a lot of synergies between the two entities and we look forward to a flourishing partnership with Stanton Barrett,” he said.