Purpose The Pontiac-GMC NHRA Performance Tour participates
in 21 of 23 NHRA POWERADE Drag Racing events promoting
Pontiac and GMC vehicles and supporting their Official
Car and Truck status with NHRA. The main purpose of
the tour is to expose consumers to Pontiac cars and
GMC trucks and SUVs, and to generate qualified leads.
Target Audience The consumers who attend NHRA events are prime
targets who appreciate the performance and styling aspect
of Pontiac and are highly loyal to NHRA sponsors. Their
demographics also fit well with consumers of GMC vehicles.
Content
4 Pontiac Production Cars – transported in
show trailer
Performance-oriented cars such as the GXP line
3 GMC Production vehicles – shipped into
each event
GMC’s newest trucks and SUV’s
53-foot show trailer hauls the above cars
Pontiac graphics
8-foot high Pontiac logo trailer topper
Wheel stands and plasma a/v unit
Awning and flooring
Activation At every NHRA event the Pontiac-GMC NHRA Tour
anchors a 4,500 square foot display space. Also, each
event is activated by a highly trained and energetic
activation staff of a minimum of one Pontiac product
specialist, one GMC product specialist, and two promotional
specialists. Supplemental staff is added for special
events/activations.
Results NHRA events generate an average of 3,000 qualified
leads per event, 2007 results are tracking favorably
to last year by about 20%. Furthermore, the tour allows
hundreds of thousands of consumers to interact with
Pontiac and GMC vehicles.
