Lane promoting recliners at NASCAR races
Larry Thomas -- Furniture Today, March 31, 2003
Tupelo, Miss. — Lane Home Furnishings has signed a sponsorship pact with Speedway Motorsports Inc. to promote its recliners during several NASCAR Winston Cup races.
The furniture maker will have banners at the six tracks owned by Speedway Motorsports, ads in the souvenir programs sold at NASCAR events, and radio commercials on race broadcasts originating from Speedway Motorsports tracks.
In addition, Lane will give away 10 recliners in drawings held before each of the 10 NASCAR events at the SMI tracks, and Lane recliners will be awarded as secondary prizes at a souvenir trailer operated by Speedway Children's Charities that will be parked near each track.
"This gives our product a lot of exposure at every track," said Randy Porter, Lane's director of advertising. "What better way to promote recliners?"
Tracks owned by SMI are Atlanta Motor Speedway, Bristol (Tenn.) Motor Speedway, Las Vegas Motor Speedway, Texas (Fort Worth) Motor Speedway, Infineon Raceway in Sonoma, Calif., and Lowe's Motor Speedway in Charlotte, N.C.
The Atlanta and Bristol tracks each host two Winston Cup races this year, while the Las Vegas, Texas and Sonoma tracks have one race each. The Charlotte facility will host two Winston Cup races as well as The Winston all-star race.
The first Winston Cup events involving the Lane sponsorship were March 2 in Las Vegas, March 9 in Atlanta, M arch 23 in Bristol and March 30 in Texas.
Speedway Motorsports Chairman Bruton Smith acts as Lane's spokesman at the tracks. He appears in the print ads in race programs, and in a commercial that will be shown on large video screens at each track.
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