Rewards at the Speed of NASCAR

Client: Best Western International

Overview

Shell’s ticket ordering and Show Car scheduling process and accounting systems needed a makeover. They were labor-intensive with long turnaround times for confirmation and reimbursement delays resulting in budget tracking issues and customer frustration. Shell turned to Sport Dimensions to develop an automated process that was inexpensive and user-friendly.

Challenge

Contemporize the brand, address key business objectives.

Solution

The Official Hotel of NASCAR

With the creation of a co-branded logo and activation plan, the relationship has emerged into a successful corporate sales, media and PR initiative. Best Western’s NASCAR fan loyalty program “Speed Rewards”, is embarking on its sixth year of implementation, and continues to significantly contribute to revenue goals.

• Provided industry education and identified key activation avenues to reach goals.
• Negotiated a multi-dimensional sponsorship with Michael Waltrip Racing to complement and legitimize NASCAR official status.
• With B2B a key focus for Best Western, SD assisted them in creating NASCAR’s first B2B Council which allowed them to develop marketing alliances with other "official" partners.
• SD managed Best Western’s Speed Reward’s sign-up interactive booths, media and VIP engagement and hospitality effort in key markets.

Related Video

Best Western: Best Damn Sports Show Period

Related Services

• Brand Strategy
• Contract Negotiations
• Program Development
• Guest Entertainment
• Creative Services

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