The marketing arm of Richard Petty Motorsports (RPM) announced today the extension of their relationship with the Florida Department of Agriculture and Consumer Services. RPM will continue to develop and execute a fully-integrated motorsports marketing campaign in 2015 for "Fresh From Florida," a marketing, advertising and promotional campaign focused on building awareness and sales of fresh seafood, produce and other Florida products.
The "Fresh From Florida" campaign includes various marketing elements centered around motorsports including race promotion, team sponsorship, track sponsorship, marketing services, public relations, experiential marketing and retail partnerships along with traditional and digital media. The platform will be executed across the state of Florida and throughout the Southeast at motorsports events including NASCAR, IMSA and events at iconic motorsports venues.
In 2015, "Fresh From Florida" will again partner with RPM and Tampa area native Aric Almirola as the primary brand ambassador via events in two NASCAR series. "Fresh From Florida" will be featured on the famed No. 43 Sprint Cup car at Atlanta Motor Speedway in March and Talladega Superspeedway in May and have associate placement at Martinsville Speedway, Bristol Motor Speedway, Richmond International Raceway, Charlotte Motor Speedway, Kentucky Speedway and Darlington Raceway. They will also support Almirola in both NASCAR Xfinity Series races at Daytona International Speedway.
RPM will place media assets and procure at-track relationships at Homestead-Miami Speedway and Sebring International Raceway with the presenting sponsorship of the Mobil1 12 Hours of Sebring. In addition, RPM will build strategic activation programs throughout the Southeastern United States in partnership with key Fresh From Florida retail partners.
"We saw great success with the 'Fresh From Florida' motorsports campaign last year after developing a complete media, retail, event marketing and motorsports event plan which impacted millions of consumers throughout Florida and the Southeast," said Mike Hargrave, Chief Marketing Officer, Richard Petty Motorsports. "This partnership proved fruitful for the Florida Department of Agriculture and Consumer Services by delivering a message regarding the superior quality of Florida products. Through this program the vast motorsports fan base is better educated when purchasing fresh seafood, produce and other products produced in the state of Florida. We look forward to supporting and executing this program in 2015."