Leveraging the brand’s strategic partnership with Brett Bodine Racing, The Timberland Company today announced a national marketing campaign to support its Timberland PRO series of footwear and apparel for skilled craftsmen and work professionals. Launching the first week in August, the campaign revolves around Timberland’s partnership with Brett Bodine Racing, and is designed to reach the ever-important audience of NASCAR race fans.. In a unique twist on NASCAR race team marketing campaigns, Timberland’s strategy is to focus in on the pit crew members, paying tribute to the critical roles they play and reinforcing the benefits of wearing Timberland PRO series footwear on the job. Program elements include a national advertising campaign (the first-ever for the Timberland PRO series), a consumer sweepstakes, and Brett Bodine appearances with the show car at key retail outlets.. In addition, August 23rd at the Bristol Motor Speedway marks the first of six races where the Timberland PRO series will be primary sponsor of Bodine’s #11 Ford Taurus in BGN driven by nephew Josh Richeson (also to run at Richmond, Dover, Lowe’s, Atlanta and Rockingham). Some of the marketing program include an in-store consumer sweepstakes:. Timberland and select retail partners will run a series of sweepstakes, giving consumers the chance to win a trip for two (plus $500 spending money) to select NASCAR races.. Winners also receive pit passes for a first-hand glimpse at behind-the-scenes NASCAR action. In-store displays and signage will support the sweepstakes. The series kicks off at Bob’s Stores with an August 3-25, 2002 sweepstakes for the Homestead-Miami Race in November, 2002. In-store promotions are also being planned with Meijer (November), Iron Age and Academy. In support of the campaign, NASCAR veteran Brett Bodine and the Timberland PRO series show car will make special appearances at various retail locations and events throughout the U.S.. The appearances will include autographs, photos with Brett and/or the show car, and on-site radio promotions. More information about Timberland is available at the Company’s web site, www.timberland.com.(PR)(8-7-2002)
