GREENVILLE, SC: Team Racing Auto Circuit (TRAC), a new stock-car
racing body that launched last week, is on the hunt for national and
local PR agencies, according to COO John Pritchett.
TRAC currently uses Greenville, SC shop Erwin-Penland Advertising (EP)
for PR, but is considering taking on a national agency prior to its
inaugural season in 2003.
TRAC is also currently taking advice from Hanson Enterprises, Terry
Hanson's sports branding consultancy in Charlotte, NC.
TRAC's new twist on car racing is that drivers will race as teams based
in US cities rather than as corporate concerns. The hope is that fans
will root for their home team. Hence, while a national agency would be
charged with generating overall interest prior to 2003, each team
franchise is also likely to hire a local shop.
TRAC will find itself in direct competition with NASCAR, the country's
most popular motor-racing brand. 'Good racing by itself doesn't always
fill the stands,' warned Chip Williams of Williams Company, a PR firm
that serves several NASCAR drivers. If not done properly, TRAC might
become an XFL-sized flop, he advised.