Sears and its Craftsman brand are making sure its customers are aware its sponsorship of the Craftsman Truck Series by installing racing-themed signs in tool departments at 861 Full-line Sears stores nationwide. The sign package features scenes of Craftsman Truck Series racing and pit stops, and includes cash register station wraps, threshold signs at entrances, hanging banners and tool box toppers. The sign package is just one part of a major activation program connected with Craftsman’s NASCAR association. In addition, Craftsman reaches out to race fans at-track with an 8,000-square-foot mobile interactive marketing display that features simulators, games involving skills and tools needed for pit stops, information on new and innovative Craftsman tools and a cutaway version of a Craftsman Truck Series race truck. These efforts complement an extensive advertising campaign and NASCAR references in Craftsman catalogs and Craftsman Club mailers.(Craftsman PR)(3-29-2007)
