Cummins, Valvoline Make Tracks at the Brickyard

Situation
Seeking to capitalize on the visibility of a newly established business venture, officials at Cummins Inc. and The Valvoline Co. teamed up to garner coverage for its sponsorship of a race team in the Indianapolis 500.

Solution
The team successfully arranged for the news media to attend an event at the Indianapolis Motor Speedway Museum. During activities leading up to the race, officials from the two companies were joined at the event by famed car owner Derrick Walker and the team's driver, Robby Gordon.

The team was responsible for creating the news release materials and organizing the press kit, as well as orchestrating the logistics for the event, a part of which was also conducted in the team's garage at the racetrack.

Success
In addition to garnering a great deal of coverage by all four of the city's television stations, highlights from the event were broadcast by ESPN on its Speedweek program. The success of the event led to the team managing a similar announcement on behalf of the two companies' noting their participation in the NASCAR Winston Cup Series and their involvement with Roush Racing and the team's driver, Mark Martin.

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