GAINESVILLE, Fla. (March 15, 2014) — NHRA announced today that it has partnered with the Florida Department of Agriculture and Consumer Services to participate in its “Fresh From Florida” marketing and advertising campaign. The “Fresh From Florida” campaign is focused on building awareness and sales of fresh produce, seafood, and other Florida products.
NHRA will launch its activation of the “Fresh From Florida” campaign during this weekend’s 45th annual Amalie Motor Oil NHRA Gatornationals at historic Auto-Plus Raceway at Gainesville. The four day event (March 13-16) is the third of 24 races in the 2014 NHRA Mello Yello Drag Racing Series and the event will be televised on ESPN2.
NHRA joins NASCAR and IMSA as motorsports properties which are participating in the “Fresh From Florida” campaign to help deliver the message across the state of Florida and throughout the Southeast.
As part of the agreement with NHRA, “Fresh From Florida” will receive marketing benefits at NHRA Mello Yello Drag Racing Series events in Gainesville, Fla., Charlotte, N.C. and Bristol, Tenn. “Fresh From Florida” television commercials will air during the ESPN2 race telecasts for each of those events. In addition, “Fresh From Florida” will receive track signage throughout the 2014 season at the NHRA-owned Auto-Plus Raceway at Gainesville (Fla.) and it will also be featured in the rotation of banner ads on NHRA.com.
“The effort of the Florida Department of Agriculture and Consumer Services to raise awareness of the quality of Florida products is very important,” said Gary Darcy, NHRA senior vice president of sales and marketing. “Using the NHRA Mello Yello Drag Racing Series is a natural fit to communicate that message.”
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