Irvine-based Mazda North America Operations racing arm is off to a good start on the home stretch drive of its annual racing season.
Mazda Motorsports got its latest win when Michael Cooper won the 2012 Pirelli World Challenge Touring Car Drivers Championship on Aug. 26 in his MazdaSpeed 3, adding some polish to the halo that competitive racing brings to the automaker’s brand.
Mazda Motorsports has already had a busy year on the track, going up against Ferrari, Porsche, BMW, Honda, and other makes at various racing events throughout the U.S. and Canada. It expects to compete in more than 200 races overall this year, with several big events in coming weeks.
The Star Mazda Championship and the Petit LeMans edition of the American LeMans Series are both set for Oct. 17 through 20 at Road Atlanta in Braselton, Ga.
The American LeMans Series is the biggest of the bunch, with a crowd of 100,000 expected, along with TV and other coverage.
Mazda cars also will be in action at the Coronado Speed Fest at Coronado Island in San Diego, Sept. 22 and 23.
Mazda Motorsports has been part of the automaker’s marketing for about 40 years, and it participates in more races than any other manufacturer, said Dean Case, communications officer with Mazda Motorsports. It has five full-time employees, with three based in Irvine and two in Mazda’s Chicago office.
Mazda has a young demographic of buyers and racers, according to Case.
“We’re in the business of building brand loyalty from a young age,” he said.
Advertising strategies behind Mazda Motorsports include partnerships with tire companies, racing schools and trade magazines.
Mazda also sells about $8 million a year in parts to club racers, who often modify the suspensions of their vehicles to make them lower for better handling.
“People who buy our cars are definitely influenced by our racing component,” Case said.
Tequila Ads
San Clemente-based tequila importer Intersect Beverage LLC has released two new ads for its Azuñia Tequila brand as part of a Celebrate the Adventures of Life campaign.
The campaign—which includes basketball Hall of Famer Bill Walton and Intersect Beverage Chief Executive Jim Riley—focuses on different types of adventures and ways to celebrate those experiences.
The first ad is called Legends Are Made, and features Walton along with his own Azuñia-based drink called the Walkin’ Walton. The tag line: “Azuñia Tequila celebrates the experiences that make legends and the adventures that shape legacies.”
Another ad called Ignite the Adrenaline features Riley, who is also an off-road racer, with an Azuñia-based drink named RoadRunner. The company plans to roll out the complete “Celebrate the Adventures of Life” campaign over the coming months.
The ads will start this month in national lifestyle magazines such as Maxim, DUB, Surfer and OK magazine, as well as sports and trade publications. The campaign was developed by boutique marketing agency Scarlet X Marketing, based in Ladera Ranch.
Intersect Beverage is privately held and does not disclose sales. The company has 26 employees in San Clemente.
Social Strategies
Among recent promotions using social media:
n Cypress-based Mitsubishi Motors North America Inc. posts a weekly photo on its Instagram profile featuring one of its older models and calls it Thursday Throwback. The company asks fans to post a photo of their Mitsubishi on its profile every Friday for Fan Friday.
n Laguna Niguel-based Bluetone Marketing and Public Relations developed a Pinterest contest for Arcadia-based online travel agency Tours4Fun. The campaign asks contestants to follow Tours4Fun on Pinterest, and then create a Tours4Fun Dream Getaway virtual pin board with at least 10 travel images, explaining why each destination would be a dream getaway. The winner will receive a trip valued at $2,500.
Bits and Pieces
Costa Mesa-based marketing agency Integrated MarketingWorks has hired Rob Rosu as Creative Director. … Anaheim-based apparel and skateboard company Hendrick Boards has been selected by American Express and Facebook as one of the top 10 small businesses in the nation in the annual Big Break competition.
