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The '08 season of Nascar officially begins Feb. 17 with the historic 50 running of the Daytona 500. But of equal importance is that 2008 will be the 60 anniversary of the racing circuit. To celebrate the event, Nascar will unveil a 10-week campaign that will run from the Daytona 500 through its Talladega (Ala.) race on April 27. The effort will include TV, radio, print and Internet, on-track support and experiential marketing, all of which will feature 60 anniversary messaging and a logo. There will be a series of licensed goods, including apparel, die cast cars and "Nascar 60" books. The logo also will appear on Nascar race vehicles and on the infield grass at tracks during the 10-week campaign at Nascar Sprint Cup Series races. Spend was not disclosed. Nascar spent $62 million on media in 2006 and $58 million January-October 2007, per Nielsen Monitor-Plus. -- Brand Week



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