Auto racing, bullfighting, and mountain climbing are the ... - WPP.com

BELOW: The No. 99 RoushFenway Ford team atKentucky SpeedwayBOTTOM RIGHT: UPSRacing Twitter“THROUGH CREATIVE HOSPITALITY EVENTS,COMMUNICATION PROGRAMS AND TRACKSIDE SERVICES,WE WERE ABLE TO REINFORCE NASCAR AS A VALUABLESPONSORSHIP PLATFORM FOR UPS.”QUOTE: Alexis Kinch,CommunicationsExecutive, JMIIn 2012, UPS began its 13th season as an OfficialPartner of NASCAR and its fourth season as apartner of Roush Fenway Racing. The centerpieceof the program remains UPS Trackside Services,which handles all in-bound and out-boundpackage volume within the NASCARgarage. In addition to TracksideServices, UPS focused on customerand employee entertainment aswell as enhancements to its socialmedia program.New in 2012, UPS launched‘Ideas that ChangedNASCAR,’ an advertisingcampaign that broughttogether NASCAR historyand UPS messagingto celebrate howlogistics have helpedadvance the sportover the years. Wecontributed towardsUPS communications objectives through thecreation of a social media promotion that increasedfan engagement for the UPS Trackside Servicesprogram. The Twitter sweepstakes allowed fansto win a prize for tweeting a picture of the UPStrackside mini-package car. We also continuedto deliver outstanding customer and employeeentertainment while introducing a new VIPprogram to each market. This allowed UPS toprovide select customers and employees exclusiveaccess to the pit and garage areas, delivered byNASCAR personalities during race weekends.We helped welcome a new member to the UPSfamily this year as Carl Edwards joined the team.Carl played an important role in key UPS eventsthroughout the season and drove an excitingrace in the No. 99 UPS Ford Fusion at KentuckySpeedway. In 2013, we anticipate continuedsuccess as we deliver strategic counseling, topshelfevent execution, increased focus on socialmedia and incorporating sustainability into the UPSTrackside Services program.56