National Association for Stock Car Auto Racing: How Bad Have You Got It? campaign
Mark LaneOVERVIEW
The National Association for Stock Car Auto Racing (NASCAR) saw its popularity dramatically increase between the 1970s and the 1990s. Long considered a sport followed chiefly by blue-collar males in the southern United States, NASCAR's audience had in reality evolved considerably since its early days. With a growing base of middle-and upper-income fans of all ages and both genders scattered across all parts of the country, NASCAR set out in 2001 to expand its audience even further. Explicitly targeting families and departing from...