Background
G-2 was asked by a client (General Motors/Chevrolet) to create a program that would introduce non-traditional (non-motorsport) media to the business of NASCAR racing and, specifically, the benefits of the client's involvement in the sport.

An additional objective was that the event should demonstrate the close affiliation between the client and its partners (Warner Brothers, and Action Performance) for the Monte Carlo 400 with the Looney Tunes 400 NASCAR Winston Cup race at Richmond (Va.) International Speedway. Warner Brothers and Action Performance would share funding with General Motors and be additional stakeholders in its success.

G-2 successfully developed and executed a comprehensive and innovative media day held at Lowe's Motor Speedway in Charlotte, NC three months in advance of the race.

The Objectives
	Gain understanding and acceptance of the solid business reasons behind Chevrolet's involvement in NASCAR.
	Introduce racing to a non-traditional audience.
	Build brand awareness and image for Chevrolet and specifically the Monte Carlo brand.
	Obtain positive media coverage for the event and for the Chevrolet brand, leading to enhanced reputation through third-party acknowledgment of Chevrolet's unparalleled on-track success.
	Obtain coverage over an extended period of time to maximize results.
	Implement the program effectively, efficiently and within established budgets.

Program Synopsis
G-2 led the development of an overall strategy and plan with clear objectives, key messages and tactics. Key elements of the program included a breakfast presentation by Chevrolet Monte Carlo brand managers to discuss "The Business of NASCAR." This presentation, together with a shop tour, was held at Hendrick Motorsports, one of Chevrolet's key team partners.

Following the breakfast presentation, a press briefing was held at Lowe's Motor Speedway in Charlotte, NC, introducing the alliance between the three companies for the Sept. race. The briefing provided opportunity for a Q&A and photo session between Chevrolet drivers Jeff Gordon, Steve Park, Mike Skinner and Bobby Hamilton, Looney Tunes character mascots and Monte Carlo race cars. "Hot Laps" were offered in Monte Carlo pace cars piloted by Chevrolet drivers. Lunch was held in the garage area at the speedway, and featured a Chevy "Thunder Tour" display, with show cars and activities.

Press kits included news releases, photography and a gift package which included several special edition Monte Carlo pace car die-cast models.

Results
	Nearly 200 media members attended the event.
	Significant press coverage from television and print in the days following the event including detailed coverage in NASCAR Winston Cup Scene, Sports Business Journal, Detroit Free Press and Automotive Marketer/Crains Detroit Business. Key message play and acceptance in these publications was strong.
	Television coverage consisted of 78 airings for a total reach of 4,287,764 and included coverage on Fox News as well as local stations in major cities like Charlotte, Phoenix, Miami and Seattle in addition to smaller cities including Birmingham, Knoxville, Greensboro and Albany.
	Coverage for the event and the partnership extended beyond the announcement date and continued through to the race on September 8 - a three-month time period.