2011 Crown Royal Motorsports Activation Guide

2011 Crown Royal 

Motorsports Activation Guide

TABLE OF CONTENTS 

NASCAR and GRAND-AM 03 

Team Assets 06 

At-Track Assets 09 

Crown Royal Racing Network 16 

On- and Off-Premise Activation 19 

Commercial Program 26 

Entitlements 28 

Public Relations 30 

Racing Marks and Logos 33 

2011 Schedules 38 

Glossary 42 

Contacts 44

NASCAR and GRAND-AM 

03


Series Overviews 

NASCAR Sprint Cup Series (NSCS) 

• Premier NASCAR racing series with 36 races across the United States. Sprint Cup cars are commonly 

referred to as “Cup cars” and are heavier and more powerful than the other national NASCAR series vehicles. 

NASCAR Nationwide Series (NNS) 

• Second-highest level of NASCAR racing with 35 races across the United States and Canada. Featuring a 

balance of young, up-and-coming drivers, seasoned veterans and Cup stars, races are often held the 

day/night prior to the Sprint Cup Series race, though there are a handful of stand-alone NNS races. 

Nationwide races are shorter and the cars are lighter and have less horsepower than those in the Sprint Cup 

Series. 

NASCAR Camping World Truck Series (NCWTS) 

• Third-highest level of NASCAR racing, features 25 races across the United States and includes a mix of 

young, up-and-coming drivers, seasoned veterans and a handful of Cup stars. The trucks are lighter and have 

less horsepower than the Cup and Nationwide cars, and the races are typically shorter in distance compared 

to Cup and Nationwide Series races. 

GRAND-AM Rolex Sports Car Series Presented by Crown Royal Cask No. 16 

• Sports car series with 12 races in the United States and Canada. Races are run on road courses and feature 

two classes: Daytona Prototype (DP) and Grand Touring (GT). GRAND-AM racing is populated by a variation 

of international sports car, stock car and open wheel drivers. Races are measured by distance or they run for 

an established period of time (e.g. Rolex 24 at Daytona). 

NASCAR Sprint 

Cup Series 

NASCAR Nationwide 

Series 

NASCAR Camping 

World Truck Series 

04 

GRAND-AM 

Daytona Prototype 

GRAND-AM 

Grand Touring

NASCAR 


Sponsorship Overview 

• Team 

• Primary sponsor of the NASCAR Sprint Cup Series Roush Fenway Racing No. 17 Ford Fusion driven 

by Matt Kenseth 

• 2003 Sprint Cup Series Champion; 18 career NASCAR Sprint Cup Series wins 

• Series 

• Recognized as a valued partner of NASCAR 

• At-Track Assets (Varies track to track) 

• Suite/Chalet hospitality 

• Motorcoach hospitality 

• Grandstand tickets 

• Matt Kenseth appearances 

• Insider experiences (tours, credentials, etc.) 

• Crown Royal Racing Network 

• On- and Off-Premise Activation 

• Show car events 

• Managed bar nights 

• Point-of-Sale 

• Commercial Program 

• Entitlement 

• Title sponsor of the “Crown Royal Your Name Here 400” at Richmond International Raceway on April 

30, 2011. 

• Public Relations 

• Safe Rides Home 

GRAND-AM 

• Series 

• Presenting sponsor of the GRAND-AM Rolex Series Presented by Crown Royal Cask No. 16 

• Team 

• Primary Sponsor of the Michael Shank Racing No. 60 Crown Royal XR Ford-Riley Daytona Prototype 

(DP) driven by Ozz Negri and John Pew 

• Negri is a four-time Brazilian Karting Champion and won the 2004 GRAND-AM DP Rising Star 

Award; Pew has three GRAND-AM DP podium finishes, including one win and was the 2010 

Trueman Award winner for driving excellence. 

• At-track Assets 


• Suite/Chalet hospitality (available on an incremental basis, pending availability) 

• Motorcoach hospitality (available on an incremental basis, pending availability) 


• Insider experiences (tours, credentials, etc.) 

05

Team Assets 

06

TEAM ASSETS 

NASCAR 

Crown Royal and Crown Royal Black primary branding: 

• No. 17 Roush-Fenway Crown Royal Ford Fusion 

• Driver suit and helmet 

• Crew uniforms and helmet 

• Transporter 

• Pit box 

• Pit wall banner 

• Driver apparel 

Crown Royal DeLuxe Primary Paint Scheme and Crew Uniform 

Crown Royal Black Primary Paint Scheme and Crew Uniform 

07

TEAM ASSETS 

GRAND-AM 

Crown Royal XR primary branding: 

• No. 60 Daytona Prototype 

• Driver suit and helmet 

• Crew uniforms and helmet 

• Transporter 

• Pit box 

• Pit wall banner 

• Driver apparel 

Crown Royal XR Primary Paint scheme, crew uniform and team hauler 

08

At-Track Assets 

09


GRAND-AM and NASCAR Opportunities 

To reward sales teams, entertain consumers and/or drive commercial value, clusters can utilize the at-track 

assets listed below: 

NASCAR and GRAND-AM: 

• Driver Appearances (at-track meet & greet) 

• Matt Kenseth 

• Suite/Chalet Hospitality 

• Motorcoach Hospitality 

• Insider experiences 

• Pit/garage tours 

• All-access credentials 

• Driver meet and greets 

• Pace car rides 

• Victory Lane access 

**Note - Assets vary per track and series. Please contact your JMI representative for specific details regarding at-track 

assets in your market. 

10


Hospitality 

Suites & Chalets 

Suites and Chalets are ideal for hosting large groups and feature: 

• Crown Royal décor and branding 

• Customizable catering options (incremental) 

• Brand Ambassador (provided NSCS day only, incremental on non-NSCS days) 

• Gifts for each guest (provided NSCS day only, incremental on non-NSCS days) 

• Insider pit and garage tour (varies per track) 

11


Hospitality 

Motorcoach 

The Crown Royal Motorcoach is an intimate and exclusive hosting opportunity. 

• Host up to 20 guests (accommodations can be made to host additional guests) 

• Crown Royal décor and branding 

• Gift for each guest on NASCAR Sprint Cup race days 

• Customizable catering options (incremental) 

• Entertainment options, including but not limited to, music and games 

• Rooftop viewing deck 

**Note - Motorcoach activation is incremental; location, activities and options are subject to availability 

12


Tickets 

Credentials (Hot/Cold passes) 

Crown Royal receives an allocation of NASCAR credentials for each race. Availability varies per track. 

• Additional credentials may be purchased incrementally for $400 per credential. 

• Hot pass – NASCAR all-access credential. Allows an individual access to pit lane and the garage area during 

open hours throughout a race weekend. 

• Cold pass – NASCAR limited-access credential. Allows an individual access to pit lane and the garage area 

when cars are not on the track throughout a race weekend. 

• Credential requests must be submitted two weeks prior to the event date . 

• Information needed to obtain a credential includes full name, driver’s license (or passport) number and state (or 

country) of issue. 

• Must be 18 to enter the garage (special arrangements may be made for minors, depending on the track). 

Credentials are NOT TRANSFERRABLE and must be used ONLY by the individual for which it was designated. 

Ticket Requests (Grandstand/Suite/Chalet) 

Ticket allocations are determined by the brand team and are specific to each track. 

• A set number of tickets for each event are held for special requests and are subject to approval by the brand 

team. 

• Tickets for races outside your cluster may be requested via the CRRN or by email to the brand team or JMI. 

• Additional tickets may be purchased incrementally, which JMI can help facilitate. 

• Tickets are generally received from the tracks two to four weeks in advance of the race date. JMI will inventory 

and ship tickets upon receipt. 

• Please contact your JMI representative for more information on ticket allocations and distribution. 

Crownroyalracingnetwork.com (CRRN) ticket request page – see pages 17-18 for details 

13


Driver Appearances 

In and out of market appearances 

• Crown Royal is allocated a limited number of Matt Kenseth appearances for media and PR events upon 

request from the brand team at no incremental charge. In addition, clusters may purchase appearances 

incrementally. 

• If you would like to request a two-hour Matt Kenseth appearance, please contact the brand team and /or JMI 

for approval at least 12 weeks prior to the desired appearance date. 

Fees for additional Matt Kenseth appearances (subject to change per Roush-Fenway Racing): 

• 30-minute at-track hospitality appearance: $3,500 

• Two-hour in market appearance (within 30 miles of the track): $30,000 

• Two-hour out-of-market appearance (outside 30 miles of the track): $30,000 (plus travel costs) 

Matt Kenseth Autographs 

• If you would like to acquire autographed items or have items that you wish to be signed by Matt Kenseth, 

please contact your JMI representative. 

• Please allow four weeks for items to be autographed and returned (quantities limited). 

14


Insider Experiences 

For a complete insider experience, JMI offers enhancements to at-track activation. 

• Pit and garage tours led by a knowledgeable JMI representative 

• Credentials (Hot and Cold passes) 

• Pace car rides 

• Participation in pre-race ceremonies 

• No. 17 Crown Royal pit box access 

• Driver/Team meet and greets 

**Note: Assets subject to change and availability per event/series. 

15

Crown Royal Racing Network 

16


Overview 

Use the crracingnetwork.com to: 

• Request race tickets for events outside of your market. 

• View show car availability in market and schedule shows. 

• Review and download best practices implemented by clusters. 

• Access 2011 track logos, racing logos along with images of the No. 17 car and Matt Kenseth. 

• Access downloadable photos of hospitality guests following Crown Royal Racing events. 

• Find the most up-to-date Crown Royal Racing related news: 

• Racing industry developments 

• Roush-Fenway Racing announcements 

• Matt Kenseth performance updates 

Manage show car 

requests 

Download pictures 

from events 

Review best 

practices 

THE CRRN IS INTENDED FOR INTERNAL USE ONLY 

17 

Access team and 

series logos 

Review Matt 

Kenseth 

performance 

updates 

Manage 

ticket requests


Access 

The Crown Royal Racing Network (CRRN) is your internal resource for everything motorsports and was 

designed to assist in the planning and execution of your racing program. 

Clusters 

• Full access to the site. 

• www.crracingnetwork.com 

• Username: crownroyal 

• Password: kenseth 

Distributors 

• Access only to the show car section of the site where the show car schedule can be viewed and shows booked. 

• www.crracingnetwork.com/showcar 

• Username: crownroyalshowcar 

• Password: event 

Hospitality Guests 

• Access only to the hospitality and photo sections of the site where guests can view pre-event instructions and 

information, along with post-event photos. 

• www.crracingnetwork.com/hospitality 

• www.crracingnetwork.com/photogallery 

THE CRRN IS INTENDED FOR INTERNAL USE ONLY 

CRRN login page Show Car booking page 

18 

CRRN homepage

On- & Off-Premise Activation 

19


Available Opportunities 

Clusters can bring the Crown Royal motorsports program to on- and off-premise locations through the use of: 

• Show car appearances 

• Managed bar nights 

• Point-of-Sale 

20


Crown Royal Show Car 

Overview 

• Each NASCAR Sprint Cup Series show car is an authentic Roush Fenway Racing No.17 Crown Royal Ford 

Fusion. 

• Three Crown Royal DeLuxe show cars and one Crown Royal Black show car available. 

• Transported in a Crown Royal-branded hauler that provides additional visibility 

• Experienced mobile marketing specialist on-site to engage consumers 

• Matt Kenseth autograph cards available for distribution 

• Ideal tie-in to Race Matt Sweepstakes at off-premise accounts and on-premise Managed Bar Nights 

• Show car schedule is available on the CRRN 

• Booking a Show Car 

• Visit crracingnetwork.com 

• Select “Book a Show Car” 

• Choose appropriate dates from online calendar 

• Complete request form 

**Note: Requests must be submitted at least four weeks prior to the show. Please be in compliance with all show car 

usage and booking rules listed on the CRRN. For more information, please contact Amber Burdette at JMI 

(aburdette@justmarketing.com). 

2011 Crown Royal DeLuxe and Black Show car haulers 

21


On-Premise 

22


On-Premise 

Link to access customizable sell sheets 

\\guww.net\dfs.root.Global Shared Data$\(NWK)Norwalk Shared Data\Norwalk Shared Data\Marketing\750 EMS\Marketing\Mkt Services\ 

BRAND MARKETING\SELL SHEETS\F11\JFM\Crown Royal 

23


Off-Premise 

24


Off-Premise 

Link to access customizable sell sheets 

\\guww.net\dfs.root.Global Shared Data$\(NWK)Norwalk Shared Data\Norwalk Shared Data\Marketing\750 EMS\Marketing\Mkt Services\ 

BRAND MARKETING\SELL SHEETS\F11\JFM\Crown Royal 

25

Commercial Program 

26

Commercial Program 

20 1 Race Matt Sweepstakes 

Offers consumers access to unique, once-in-a-lifetime, king-like experiences in the sport of NASCAR in a way 

that only Crown Royal can deliver. 

Program details 

• Consumers enter the contest online for a chance to race Matt Kenseth via crownroyal.com. 

• Three consumers will win a trip to Las Vegas in December, where consumers: 

• Participate in the Richard Petty Driving Experience at Las Vegas Motor Speedway, with 

personal, individual coaching from a NASCAR personality 

• Participate in a time-trial competition against Matt Kenseth for the chance at a cash prize 

• Attend the NASCAR Sprint Cup Series Driver’s Banquet 

• The sweeps take place January through September, with three prize windows: 

• January 6 - March 31; April 1 - June 30; July 1 - September 30 

• One national winner drawn during each window 

• Program is supported through managed bar nights and off-premise POS. 

27

Entitlement 

28

Entitlement 

NASCAR 

2010 Crown Royal purple camo paint scheme 

NASCAR Sprint Cup Series - “Crown Royal Your Name Here 400” 

• Crown Royal takes pride in showcasing our country’s finest heroes. For the third consecutive year, Crown 

Royal will award naming rights to a military serviceman or woman to the NASCAR Sprint Cup Series race at 

Richmond International Raceway on April 30, 2011. 

• This year, country music artist Rodney Atkins will join Crown Royal and NASCAR driver Matt Kenseth to reveal 

details on the annual race to honor a soldier. 

• Consumers were encouraged to go online to NASCAR.com and nominate their fellow military heroes with a 

short essay. Five finalists are chosen and provided with an all-expense paid trip to Daytona International 

Speedway. Fans have the opportunity to cast their votes online, and the grand prize winner will be announced 

at Daytona. 

• The winner will see his/her name in lights on April 30, 2011 at Richmond International Raceway. 

• The No. 17 Crown Royal Ford Fusion will feature a purple camo military paint scheme to honor our heroes at 

this race. 

29 

Country singer Rodney Atkins

Public Relations 

30


NASCAR Initiatives 

The NASCAR sponsorship continues to provide extensive public relations opportunities for Crown Royal 

with local and national media 

At the core of all public relations activities around NASCAR, Crown Royal will: 

• Promote responsible drinking and remind adult race fans to designate a driver, specifically through Safe Rides 

Home and spokesperson messaging. 

• Reaffirm that Crown Royal provides race fans “King of Your World” experiences, as seen through the iconic 

“Your Name Here” program. This year’s program highlights distinguished Military Heroes that serve our 

country every day. 

Crown Royal NASCAR News Bureau 

• Through ongoing media outreach, Public Relations will advance the Brand’s image among key consumers by 

maintaining a place in the news cycle through securing notebook items, servicing photos, distributing PSAs, 

utilizing assets to support general brand initiatives and hosting media at-track. 

• Brand PR will leverage Matt Kenseth in media interviews throughout the season, ensuring Crown Royal is 

front-and-center both on and off the track. 

Safe Rides Home 

• Designated driver programs featuring Matt Kenseth in key Crown Royal markets leading into race weekends 

stress the importance of responsible drinking and a having a designated driver. 

31


Safe Rides Home 

Program details 

• Crown Royal-branded vehicles stationed near high-traffic accounts to provide consumers a free safe ride 

home. 

• Brand ambassadors manage registration and pass out Safe Rides Home promotional cards. 

• Crown Royal custom branding is included. 

• Please contact your JMI representative for more information. 

**Note: Local cluster will incur associated fees; brand team approval required 

32

Racing Marks and Logos 

33


NASCAR 

Guidelines and Approval Process 

• All creative, including marks/logos/images owned by any racing team, track, event sponsor or 

sanctioning body must be reviewed and approved by JMI prior to production. 

• Allow up to 10 business days for approval. All items using these marks must be produced by a licensed 

vendor . 

• Contact your JMI representative, for a list of approved vendors or for information to obtain a license for 

your preferred vendor (see page 43 for contact information). 

• All creative must go through Diageo U.S. Marketing Approval Process prior to submission to JMI. 

NASCAR 

• Submit all requests for logos and/or images, as well as final creative for approval, to your JMI 

representative. 

• NASCAR is the sanctioning body (equivalent to National Football League or Major League Baseball), it is 

not the type of car. (It is incorrect to refer to the No. 17 as the “Crown Royal NASCAR.”) 

• Crown Royal CANNOT USE the NASCAR name or any of its marks/logos. 

• Crown Royal CAN use the words “Sprint Cup Series” when referring to the series as a whole . 

34


Roush Fenway Racing 

• The Roush Fenway Racing logo should only be used in conjunction with the No. 17 logo. 

• Any item or script using Roush Fenway Racing marks/language (No. 17 Ford Fusion, Matt Kenseth’s signature, 

Matt Kenseth’s name and/or likeness) must include the Roush Fenway legal mandatory. 

• REQUIRED LEGAL MANDATORY: “Roush Fenway Racing and Matt Kenseth’s name and/or likeness used 

by authority of Roush Fenway, LLC.” 

• If Crown Royal appears on a Roush item, the following must be added: “© The Crown Royal Co. (Adult 

Collectible - Not suitable for individuals under the age of 21)”. 

Signature not 

recommended for use 

unless driver image or car 

number is used in creative 

35


GRAND-AM 

• Crown Royal Cask No. 16 is the presenting sponsor of the GRAND-AM Rolex Sports Car Series. 

• Please note that there is NO legal line that has to accompany the Grand American Road Racing and Rolex 

Series marks, (logo, name, and/or likeness) but its use must be approved by JMI prior to production. 

36


Tracks 

• Crown Royal has rights to use logos of multiple tracks on the NASCAR Sprint Cup Series circuit (refer to logos 

below), but does not have the right to use specific race logos. 

• Example: Crown Royal has the right to use the Phoenix International Raceway logo, but not the 

“Subway Fresh Fit Fresh 600” event logo . 

• Exception: For Indianapolis Motor Speedway only, Crown Royal has the right to use the Brickyard 400 

logo, but not the Indianapolis Motor Speedway logo. 

• The event logo may only be used with corporate approval of race sponsors. Allow additional approval time 

(21 business days) for the use of event specific logos. 

• Official status language varies by track. Crown Royal is the “Official Whisky” at some tracks and the “Official 

Spirit” at others . 

• Please contact your JMI representative for the proper language when using this type of designation. 

• The use of any track logo must have prior approval by JMI. 

• When using track marks and/or the written name of the track on a promotional piece, please refer to the 

Creative Guidelines and Approval Process on the Crown Royal Racing Network or contact your JMI 

representative. 

37

2011 Schedules 

38

2011 NASCAR Schedule 

Sprint Cup Series 

NASCAR Sprint Cup Series 

Date Event 

2/12/2011 Daytona International Speedway 


2/27/2011 Phoenix International Raceway 

3/6/2011 Las Vegas Motor Speedway 

3/20/2011 Bristol Motor Speedway 

3/27/2011 Auto Club Speedway 

4/3/2011 Martinsville Speedway 

4/9/2011 Texas Motor Speedway 

4/17/2011 Talladega Superspeedway 

4/30/2011 Richmond International Raceway 

5/7/2011 Darlington Raceway 

5/15/2011 Dover International Speedway 

5/21/2011 Charlotte Motor Speedway 


6/5/2011 Kansas Speedway 

6/12/2011 Pocono Raceway 

6/19/2011 Michigan International Speedway 

6/26/2011 Infineon Raceway 


7/9/2011 Kentucky Speedway 

7/17/2011 New Hampshire Motor Speedway 

7/31/2011 Indianapolis Motor Speedway 

8/7/2011 Pocono Raceway 

8/14/2011 Watkins Glen International 



9/4/2011 Atlanta Motor Speedway 


9/18/2011 Chicagoland Speedway 






10/30/2011 Martinsville Speedway 



11/20/2011 Homestead-Miami Speedway 

39


Nationwide Series 

NASCAR Nationwide Series 

Date Event 



3/5/2011 Las Vegas Motor Speedway 


3/26/2011 Auto Club Speedway 



4/23/2011 Nashville Superspeedway 


5/6/2011 Darlington Raceway 


5/22/2011 Iowa Speedway 




6/25/2011 Road America Track 


7/8/2011 Kentucky Speedway 


7/23/2011 Nashville Speedway 

7/30/2011 Indianapolis Motor Speedway 

8/6/2011 Iowa Speedway 


8/20/2011 Circuit Gilles Villeneuve 


9/3/2011 Atlanta Motor Speedway 









40


GRAND-AM 

GRAND-AM Rolex Sports Car Series Presented by Crown Royal Cask No. 16 

Date Event 



4/9/2011 Barber Motorsports Park 

5/14/2011 Virginia International Raceway 

5/30/2011 Lime Rock Park 


6/26/2011 Road America 

7/9/2011 Mazda Raceway Laguna Seca 

7/24/2011 New Jersey Motorsports Park 


8/20/2011 Circuit Gilles Villeneuve 

9/17/2011 Mid-Ohio Sports Car Course 

41

Glossary 

42

Glossary 

Terms and Definitions 

Associate Sponsor: 

• Secondary sponsor providing any combination of financial support, products or services to a team in exchange for logo 

placement on the race car and/or driver uniform or simply for use of driver, car, team marks, photos and/or likeness for 

marketing and promotional use. 

Banking: 

• The sloping of a racetrack, particularly at a curve or a corner, from the apron to the outside wall. Degree of banking refers 

to the height of a racetrack's slope at the outside edge. 

Chalet: 

• A hospitality environment outside the actual track, not providing direct race view. Chalets are generally temporary 

structures in the form of large tents. 

Chassis: 

• The combination of a car's floorboard, interior and roll cage. 

Cold Pass: 

• NASCAR limited-access credential. Will allow an individual access to pit lane and the garage area when cars are not on 

the track throughout a race weekend. 

Contingency Sponsor: 

• Sanctioning body sponsors who appear on small decals located on the left and right fenders of each competitors’ car. 

Garage: 

• The area where transporters are parked and pit crews service the cars before the race. Generally located in the center of 

the infield. 

Hot Pass: 

• NASCAR all-access credential. Will allow an individual access to pit lane and the garage area at anytime throughout a race 

weekend. 

Pace Car Ride/Hot Lap: 

• A lap around the track in the track’s Official Pace Car. 

Pit Road: 

• The area where pit crews service the cars. Generally located along the front straightaway, but because of space 

limitations, some racetracks sport pit roads on the front and back straight-aways. 

Pole Position: 

• The first place on the starting grid, as awarded to the driver who recorded the fastest lap time in qualifying. 

Primary Sponsor: 

• Main source of financial support for a particular team. Primary sponsor logos are displayed on the hood as well as other 

locations on the car. 

• There can also be one-off primary sponsors that takes the paint-scheme for one or more races. 

Suite: 

• A hospitality environment from which races can be viewed. 

Superspeedway: 

• A racetrack of two miles or more in distance. Racers refer to three types of oval tracks. Short tracks are under one mile, 

intermediate tracks are at least a mile but under two miles and superspeedways are two miles and longer. 

Transporter: 

• Trailer that hauls all racing equipment from track to track. 

Victory Lane: 

• Sometimes called the winner's circle. The spot on each racetrack's infield where the race winner parks to celebrate victory. 

43

Contacts 

44

Contacts 

Crown Royal Brand/JMI Representatives 

Heather Boyd 

Senior Brand Manager, Crown Royal 

(646) 223-2060 (direct) 

Heather.Boyd@diageo.com 

Jonny Codalata 

Group Account Supervisor 

(317) 344-1880 (direct) 

(317) 332-1872 (cell) 

jcodalata@justmarketing.com 

For any and all media/press inquires, please direct all questions to: 

Gillian Cook 

Corporate Relations, North American Whisky PR 

(646) 223-2326 (direct) 

Gillian.Cook@diageo.com 

Adam Goodman 

Account Executive 

(317) 344-1868 (direct) 

(317) 709-6808 (cell) 

agoodman@justmarketing.com 

Crown Royal Brand Team 

JMI Account Team 

Jake Pickett 

Account Manager 

(317) 344-1857 (direct) 

(317) 748-1749 (cell) 

jpickett@justmarketing.com 

Trisha Vance 

Account Executive 

(317) 344-1863 (direct) 

(317) 373-9562 (cell) 

tvance@justmarketing.com 

45 

Sandhya Padmanabhan 

Associate Brand Manager, Crown Royal 

(646) 223-2151 (direct) 

Sandhya.Padmanabhan@diageo.com 

Nicole Anastasi 

Taylor Communications, Account Supervisor 

(704) 409-7715 (direct) 

(704) 796-9992 (cell) 

nanastasi@taylorpr.com 

Amber Burdette 

Assistant Manager, 

Experiential Marketing 

(317) 344-1883 (direct) 

(317) 373-9565 (cell) 

aburdette@justmarketing.com 

Tom Kite 

Account Coordinator 

(317) 344-1882 (direct) 

(317) 383-1492 (cell) 

tkite@justmarketing.com

2011 Crown Royal Motorsports Activation Guide

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