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DHL Michigan 400

Looking to focus on expanding awareness of its services in the United States, DHL decided to partner with the Michigan International Speedway to sponsor the DHL 400, a NASCAR Nextel Cup Series race in June 2004. Duffy PR worked with Duffy Sports Marketing and the agency’s creative team to develop a comprehensive, integrated campaign for DHL. The official race logo was created by the Agency, and Sports Marketing developed hospitality and promotional programs, as well as managed fulfillment of all benefits, including tickets, accommodations and transportation.

Duffy PR implemented a strategic public relations strategy for the DHL 400, executing the launch press announcement on-site at Richmond International Raceway in VA. The Agency wrote press releases, executive Q&As, the program guide copy, and executive speeches, and arranged interviews with local, trade and national media for DHL executives leading up to and after the event.

The DHL 400 effectively introduced the company as a serious contender in the domestic express and logistics industry. Media coverage alone reached an audience of over 1,600,000 NASCAR fans, as well as business and logistics executives through various trade publications, including placements in Sports Business Journal, BtoB Magazine and the Journal of Commerce.