J.J. Yeley and the No. 38 Ford team will remind NASCAR fans to “Driver Sober, Arrive Alive” at Dover (Del.) International Speedway next week with a special paint scheme and a full weekend of promotional activities with the Delaware Office of Highway Safety (OHS), including a contest that will make Yeley a fan’s designated driver for an evening.
The OHS partnered with Yeley and Front Row Motorsports to get their message out to the campaign’s target demographic – 18- to 34-year-old men – throughout the Dover race weekend Sept. 29 to Oct. 2. Working through Genuine Partners to arrange the deal, state officials say the partnership is the perfect opportunity to reach a captive sports audience.
“OHS is very excited to partner with J.J and Front Row Motorsports to promote the Drive Sober message,” said Jana Simpler, Director of the Office of Highway Safety. “NASCAR is a very popular sport with lots of loyal fans and we think that promoting Designated Driving and a Drive Sober message with a NASCAR racing team will create more buzz among 18- to 34-year-old males about driving sober and arriving alive.”
The designated driver contest, called “J.J. Is My D.D.,” will provide a prize package courtesy of Star Coach Race Tours and Yeley that includes three-night accommodations for two on a luxury motor coach bus in the infield of the “Monster Mile” for the race weekend. The prize winner and a guest will receive designated driver services on Friday, Sept. 30, when Yeley accompanies them on a night out in Dover. Fans 21 and over can enter the contest through Sept. 22 at www.jjismydd.com.
Weekend activities also include a “Drive Sober, Arrive Alive” show car in the Fan Zone of the speedway, where Yeley will visit for autographs, give-aways and photos with fans.
“It’s very cool to have the Delaware Office of Highway Safety on board the ’38’ car for the Dover race,” Yeley said. “”Drive Sober, Arrive Alive’ is a great campaign and it’s very important to get that message out to race fans. They like to have a lot of fun, but it’s also important to make sure they’re being responsible so they can get where they’re going alive and well.”
The No. 38 Ford Fusion won’t be the only car decked out in the “Drive Sober, Arrive Alive” message that weekend. Yeley will return to his sprint car roots when he pilots a micro sprint carrying the OHS message at Airport Speedway’s “NASCAR Night” in New Castle, Del., on Saturday, Oct. 1.
For more information about the “Drive Sober, Arrive Alive” campaign or the designated driver contest, visit www.duirealtime.com or www.jjismydd.com.
Front Row Motorsports PR
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