The insurance company was recognized the design and implementation of an integrated advertising campaign. Thanks to this new approach, the company managed to achieve a better brand recognition and subsequently better sales.
"In its third year as a major series sponsor, Nationwide Insurance is successfully executing an ambitious, multifaceted program - consumer programs with advertising and at-track presence; commercial products among teams; and strategic partnerships with other NASCAR sponsors," said Jim O'Connell, vice president of corporate marketing and international development for NASCAR.
"Nationwide is raising the bar for metrics-driven sponsorship, not only in NASCAR but in all of sports."
The achievement in terms of performance related to the NASCAR sponsorship is even greater, considering the fact that Nationwide, as did the other sponsor of a NASCAR series, Sprint, has achieved much greater stand attendance this year, despite the reduced number of displays (Nationwide displayed at 15 tracks this year, compared to the 17 tracks in 2009). The numbers of fans attending the races was also down compared to 2009.
"Nationwide Insurance is honored to receive the NASCAR Marketing Achievement award," said Jennifer Hanley, senior vice president of marketing services for Nationwide Insurance.
“Our strong business results in NASCAR demonstrate that the loyalty of NASCAR fans continues to drive business for us. Nationwide Insurance's NASCAR advertising campaign is also one of the company's most effective campaigns in the last two decades.”
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