MARKETING MUSCLE FOR DRAG RACING NATIONAL SERIES

November 22, 2011

Posted by: ANDRA

ANDRA has announced the appointment of Rob Sharp and Victorian-based marketing agency YBI Creative to manage the marketing and sponsorship activities for the series of national events managed by ANDRA.

Sharp returns to the sport of drag racing after a number of years outside of Australia’s fastest motorsport.

“I’m excited to be back and involved in drag racing, that’s for sure,” he said.

“Obviously, a lot has changed in a few years and we will be doing everything possible to try and get the sport in the right direction from a strategic perspective.

“We have some opportunities to improve the drag racing brand and together with Drew Jongebloed (YBI Creative’s design director), we will package the drag racing marketing offer in a more palatable way than ever before.”

ANDRA CEO Greg Humphreys was pleased to confirm the announcement.

“To have Rob and YBI helping to achieve the very best for the sport is fantastic. Here, we have a turnkey solution; Rob and the team are familiar with the product and have some firm ideas on where it needs to go,” he said.

“The other thing that this appointment has done is to give the ANDRA business some additional resources to help our new media manager Luke Nieuwhof. Luke will have a number of communications strategies to work through and getting the marketing and branding right is key to more media ‘buy-in’ for drag racing.”

With offices in Victoria and South Australia, YBI Creative is well positioned to provide the marketing horsepower that drag racing requires.

Sharp said work has already started for ANDRA.

“We have a massive amount of work still to do. I’m looking forward to the feedback on what we have planned for the series and the ANDRA sponsors,” he said.

“The changes will be significant and the results will be measured. We are in this for the long haul, because that’s exactly what drag racing needs – stability.”