Since it began in 1995, the NASCAR Craftsman Truck Series has attracted legions of new fans to NASCAR. Over the years, title sponsor Craftsman brand has built on that, reaching out to new fans in a variety of diversity programs such as inner city youth programs and internships to show young people various opportunities in racing. The latest Craftsman program, Craftsman Trocas Calientes de NASCAR, will be launched in Las Vegas during Fiestas Patrias and the days leading up to the Smith's Las Vegas 350 at Las Vegas Motor Speedway on Sept. 23.
"The NASCAR fan base has grown tremendously over the past ten years, and as the NASCAR fan base continues to grow, Craftsman brand continues to seek opportunities to introduce new fans to the sport and to Craftsman tools," said Scott Howard, manager for sponsorship and sales promotion for Sears Holdings. "Through 'Craftsman Trocas Calientes de NASCAR' we will have the opportunity to host hundreds of Hispanic customers and provide them with a VIP experience at the NASCAR Craftsman Truck Series race at Las Vegas Motor Speedway, showing them first-hand how NASCAR teams and Officials rely on Craftsman tools in the most demanding environment of the sport, in the pits and garages. We want these fans to have a great time at the race and then remember the experience when they make their next tool purchase."
Craftsman brand will distribute free race tickets and other prizes from a booth at Fiestas Patrias on Sunday, Sept. 17. Mexico City's Michel Jourdain, who is entered in the race in the No. 50 Roush Racing Ford F-150, will be on hand to meet fans and sign autographs. The booth will feature a gaming wheel where visitors can win race tickets, Craftsman $5 gift cards, NASCAR Craftsman Truck Series T-shirts and other racing souvenirs. Fans also will be able to check out a race truck from Brendan Gaughan's Las Vegas-based Orleans Racing team.
Through an integrated radio promotion, Craftsman brand will host 125 families on Sept. 23, for hospitality, a chance to meet Jourdain, entertainment and VIP tickets to the race. Craftsman brand will supply Univision Radio with "family four-packs" of tickets to be given away on air and at various events prior to the race, including radio remotes by Univision Radio and KISF 103.5 La Nueva at two Sears locations in Las Vegas.
Jourdain, a veteran of the Champ Car series for open wheel cars, moved to NASCAR in 2006, competing in the NASCAR Busch Series. His entry at Las Vegas will be his fifth in the NASCAR Craftsman Truck Series this year, out of nine races he is scheduled to run with Roush Racing.
"It is great to be part of the big efforts Craftsman brand is doing to promote the NASCAR Craftsman Truck Series within the Hispanic community," said Jourdain. "I think that in the last couple of years the Hispanics are getting closer and closer to NASCAR. We have had a big tradition in racing in our countries for a long time, but not too much in stock cars. That is changing rapidly, the interest is growing really fast. I think that can be attributed not only to the great racing that you see in the different divisions of NASCAR, but also to events like these. When you can bring the fans that much closer to the sport and the people who make it all happen, it makes the fans feel that they are part of the team. I feel honored that Craftsman brand has asked me to participate in this event, and I look forward to meeting the fans in Las Vegas."
Craftsman, the Official Tools of NASCAR, has sponsored the NASCAR Craftsman Truck Series since it began in 1995. According to a 2004 EquiTrend survey, Craftsman is rated the No. 1 brand in the nation for overall quality. Craftsman tools, merchandise and related services are sold nationwide through Sears Full-line stores, Sears Hardware stores, Sears Dealer stores and Orchard Supply Hardware stores, through select Kmart stores and specialty catalogs and online at http://www.sears.com/ and http://www.craftsman.com/ .
SOURCE: Sears Holdings Corporation
CONTACT: Wendy G. Belk, Carrick PR, +1-704-756-6171 - mobile, or
+1-704-664-3366 - office, or firstname.lastname@example.org ; or Brenda Storch, Sears,