Case Study

Philanthropy: 

• To humanize France, we ran PR campaigns focused on his philanthropic efforts which included the corporate NASCAR Foundation as well as he and his wife Amy’s personal Luke & Meadow Foundation.

• We created a website for the Luke and Meadow Foundation including all content and highlighted all their philanthropic endeavors. The Frances’ made multi million dollar donations to dozens of charities and were honored guests and speakers at high profile NYC events including the Angel Ball and the Michael J. Fox Foundation Gala.

• We launched PR campaigns around each big philanthropic event as the news hook and then tied it back into their larger efforts to give back. We also did interviews to discuss France as a family man and father.

Leadership of NASCAR:

• To secure positive coverage around Frances’ leadership of NASCAR, we positioned him as an innovator, bold leader and changemaker. 

• We highlighted his accomplishments which included securing a $8.2 billion television deal with NBC and FOX, creating an exciting playoff format, making the sport safer, and creating a diversity program which cultivated women and minority drivers. 

• We created fact sheets, key messages, talking points, and potential Q&A and conducted media training prior to interviews and press conferences. 

• We conducted strategic media outreach to key reporters and avoided reaching out to reporters that would go negative.
  
  
• Arranged for Brian to join panels alongside other sports league CEOs at conferences such as CES and Milken.