Juan Pablo Montoya, driver of the #42 Target Chevrolet, poses on the track with “Bienvenidos a NASCAR” sign on Turn 1 after qualifying for the NASCAR Sprint Cup Series GEICO 400 at Chicagoland Speedway on September 17, 2011 in Joliet, Illinois. (Photo by Rainier Ehrhardt/Getty Images for NASCAR)
NASCAR teamed with Chicagoland Speedway for the first race of the Chase for the NASCAR Sprint Cup – NASCAR’s “playoffs” – to launch “Bienvenidos a NASCAR,” a multiplatform Hispanic marketing initiative coinciding with the Sept. 15 start of Hispanic Heritage Month. The NASCAR program is geared towards increasing Hispanic fan attendance and enhancing the overall at-track experience for Hispanic attendees. In addition, the “Bienvenidos a NASCAR” program will include Spanish-language television and radio advertisements in the Chicago-area market; “Bienvenidos a NASCAR” signage at tracks, including one painted on Chicagoland’s Turn 1 wall; Spanish-speaking brand ambassadors at the race to answer questions, and Spanish-language broadcast coverage with real-time race information.
