The Goal
Vassarette, a value-priced lingerie brand, became a pioneer in motorsports marketing in 2005 when they sponsored NASCAR driver Kim Crosby, who served as their spokesperson for a series of in-store appearances at Walmart locations along the course of the NASCAR Busch Series.
The Strategy
I led a PR team that secured regional media coverage for Kim’s tour in blogs and newspapers and I personally pitched morning show appearances for her to promote her Vassarette sponsorship.
The Results
I secured in-studio interviews for Kim in Detroit, Kansas City, Memphis, Phoenix, and New York City.
She also appeared on the national show Fox News Live during a visit to New York City for a photo shoot that was covered by TV crews from FOX 5 and the WB 11 News.
Click on the images below to view a gallery of the coverage.
