IndyCar Goes 100% Ethanol, EPIC Plans National Marketing Campaign

by | Mar 19, 2007

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IndyCar Series is poised to make motorsports history when it turns the first competitive laps with its 3.5-liter Honda Indy V-8 engine powered by 100 percent fuel-grade ethanol at the XM Satellite Radio Indy 300 on March 24 at Homestead-Miami Speedway.

The IndyCar Series is the first in motorsports to use a renewable fuel. Indy car racing had previously used methanol for more than 40 years.

The Ethanol Promotion and Information Council (EPIC) has been fine tuning its first-ever national marketing campaign around its partnership with the IndyCar Series.

As part of its marketing activation EPIC has created a mobile marketing unit that will travel to all 16 domestic IndyCar Series events in 2007 and will be located in each track’s midway area. EPIC’s television partnership with ABC/ESPN is its first on any national level and features IndyCar Series-specific commercial that will run during IndyCar Series telecasts.

EPIC also has committed to local advertising buys in race markets. Additionally, EPIC will continue with its Pump Tours, allowing consumers to buy E10 fuel in race markets at a reduced price. The tours include IndyCar Series drivers and serve as an initiation for many consumers to an ethanol-enriched product.

The IndyCar Series opens its ethanol-powered season on March 24 under the lights at Homestead-Miami Speedway. All 17 races on the 2007 schedule, including the Indianapolis 500, will be run on 100 percent fuel-grade ethanol.

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