Purpose The Pontiac Motorsports Performance Tour has
two major objectives. The first is to promote Pontiac
and GMC vehicles and their Official Car and Truck status
at Rolex Grand American Road Racing Association events.
Secondly, to help Pontiac Dealers promote special events
at their dealership, or community, by showcasing Pontiac’s
race-oriented vehicles.
Target Audience The Motorsports Tour targets are race fans and
consumers who appreciate the performance and styling
aspect of Pontiac.
Content
4 Pontiac race cars
GXP.R Grand American Rolex GT
#20 Subway Daytona Prototype Racer
Warren Johnson’s GM Performance Parts NHRA
GTO Pro Stock
Red Bull Solstice GXP Drift Racer
53-foot show trailer hauls the above cars and includes:
Pontiac graphics
8-foot high Pontiac logo trailer topper
Wheel stands and plasma a/v unit
Awning and flooring
Activation At every Grand American event the Motorsports
Tour is supplemented with Pontiac’s hottest new
production cars and GMC’s latest trucks and SUVs.
Also, each event is activated by a highly trained and
energetic activation staff of a minimum of one product
specialist and two promotional specialists. Street teams
are added for greater consumer contact at the larger
events.
Results Grand American events generate up to 1,500 leads
per event, depending upon the venue and weather. In
2007, results are tracking favorably to last year by
about 15%. Furthermore, the tour allows thousands of
consumers to interact with Pontiac & GMC vehicles.
