Race to the Rock Event

 

 

 

Race to the Rock Event

Objective

In conjunction with Accessible Racing & Rockingham Speedway, CMG will be providing support around the January 26, 2013 ‘NASCAR Arrive & Drive’ event on behalf of Shane Hmiel and 3 Wide Life. Through the use of Shane Hmiel’s likeness, the primary focus will be to position Accessible Racing as the leading rehabilitative race car experience for wounded Veterans and the physically challenged through targeted media relations outreach across national, regional, and local platforms in TV, magazines, print, radio, and online mediums.

Assets to Leverage

Key assets to leverage and pitch to the media to increase the likelihood of significant coverage around this event are as follows:

Shane Hmiel – Hmiel continues to defy the odds since a racing accident left him paralyzed proving he is a miracle and inspiration to many. He is a national figure and his story is certainly of national scope. It will be very meaningful news for Hmiel to get back behind the wheel of a racecar and on a racetrack for the first time since his accident.

Accessible Racing – Accessible Racing’s mission in and of itself is a very strong storyline for the media and to add to that, the world’s only hand-control equipped, NASCAR-style racecar provides for a great visual and is an excellent additional news hook for the media.

Rockingham Speedway – The location really legitimizes this event and provides for a visually appealing backdrop for the media. The track’s internal media relations department should also have an extensive media distribution list to help with dispersing news on the event.

Media Relations Outreach

Core tactic will be a month long news bureau leading up to the event that will focus on national media outlets. Secondary focus will be on regional outlets with the tertiary focus being on local outlets. Time on this will need to be spent:

• Researching and identifying all relevant/potential media outlets
• Drafting communication materials and pitches
• Conducting proactive media outreach to targeted media outlets securing interviews
• Conducting aggressive follow-up to strengthen media placement opportunities
• Maintaining contact with targeted media outlets

Sample of target media outlets that will be pitched for this event are as follows but are not limited to:

TV – 3 Wide Life nationally syndicated TV show that’s in 70 million households and reaches nearly one million viewers per week, all ESPN/ABC programming, SPEED Channel, ABC, NBC, CBS, & FOX national news feeds to local affiliates, CNN, HLN, FOX News, ABC World News, NBC Nightly News, CBS Evening News, local Rockingham TV affiliates (ABC, NBC, CBS, & FOX)

Print / National Wire Services– Associated Press, USA Today, Wall Street Journal, NY Times, LA Times, Reuters, Bloomberg News, Sporting News NASCAR Wire Service, Charlotte Observer, Indianapolis Star, Rockingham daily newspaper

Magazines – NASCAR Illustrated, ESPN the Mag, AutoWeek, National Speed Sport News, Speedway Illustrated, Circle Track Magazine, Sprint Car & Midget Magazine, ESPN the Mag, Sporting News, Sports Illustrated, Men’s Journal, Best Life, Men’s Health

Radio – Sirius NASCAR Radio, MRN Radio, PRN Radio, ESPN Radio shows, Sporting News Radio shows, Fox Sports radio shows, ABC Sports radio shows

Online Sites – ESPN.com, NASCAR.com, FOXSports.com, Jayski.com, Yahoo Sports, SBNation.com, CBSSports.com, etc. and also push video of the event out virally to additional men’s interest’s sites and bloggers

Utilize Social Media Channels – Utilize Facebook, Twitter, etc. of 3 Wide Life, Rockingham Speedway, Accessible Racing, & Shane Hmiel to distribute timely news about the event.

Created by Colborne Media Group

 

 

ALL,

 

making progress, just need to fire up the fund raising (http://tinyurl.com/cfwwte7)with this added value below from media and put on best show ever.

-Brian