Provider of Valpak network products.
Contact: FOR IMMEDIATE RELEASE
Cox Target Media
Valpak® selected as exclusive direct marketing vehicle to steer NASCAR viewers to TNT
43 million mailing expands marketing to Valpak households with
Coolest Ride To School sweepstakes awarding priceless drive with Carl Edwards
courtesy of Office Depot
Largo, Fla. (July 18, 2005) — As NASCAR ratings climb and networks vie for
viewers, Valpak, North America’s most recognized brand in direct marketing, announces
a partnership with the Turner Network Television (TNT) to steer audiences to its 2005
NASCAR NEXTEL Cup Series Race to the Chase programming. As the exclusive direct
marketing partner, Valpak has developed a specially-designed 43 million mailing and
sweepstakes to target existing NASCAR fans and entice new viewers. On the outer
Valpak envelope billboard are TNT and NASCAR logos with NASCAR NEXTEL Cup
Series driver Carl Edwards sporting the Coolest Ride To School sweepstakes, courtesy of
Office Depot. The grand prize awards a NASCAR fan an enviable escort by the famed
driver of the No. 99 Office Depot car. Blue envelopes race to mailboxes in the U.S. and
Canada July 27 through August 26.
“We partnered with Valpak for its 43 million direct reach to its highly-responsive
audience. Direct marketing is key to marketing our NASCAR on TNT programming,”
said Kevin McMahon, Sr. Manager of Turner Sports Marketing and Programming.
Valpak mails homes during the middle of the NASCAR programming season when it
moves to the TNT Network.
The Valpak promotion was developed to expand TNT’s marketing outreach to an
important demographic segment in more than 110 designated market areas (DMA) and
Canada. The sweepstakes awards a priceless fantasy-come-true. Edwards will drive one
grand prize winner and three companions to school and perform a meet and greet
featuring the Office Depot race car. Office Depot will award the grand prize as well as
second and third prizes, including a behind-the-scenes NASCAR race trip for two and
five $1,000 Office Depot shopping sprees.
TNT will support the Valpak promotion and sweepstakes with an on-air television
campaign airing on TNT during the mail distribution dates. Valpak envelopes with
NASCAR on TNT and Office Depot artwork are featured as a “team-up” for savings with
the once-in-a-lifetime chance to win a ride to school with Edwards. Cross promotional
print advertising will include Valpak in TNT’s NASCAR programming advertisement in
the July and August issues of NASCAR Scene Magazine. A 30 million Office Depot
Sunday circular and in-store posters at 1,000 Office Depot retail locations will feature the
Valpak envelope, TNT and the Coolest Ride To School sweepstakes. Office Depot is
proud to showcase their sponsorship of Carl Edwards and present back-to-school savings
inserted in the Valpak envelope.
Consumers can register by using the special Valpak envelope or by logging onto
the Valpak envelope’s Internet extension, www.Valpak.com, the largest local savings
content site on the Web.
In 2001, Cox Target Media, owner of Valpak, launched its first national direct
mail promotional partnership with Twentieth Century Fox’s film release “Dr. Dolittle 2.”
In five years, Valpak has become a consistent and high-producing marketing component
of television, cable and sports programming as well as new feature film releases. The
NASCAR programming promotion is Valpak’s fifth partnership with the Turner Network
Television. Valpak has previously worked with the cable network to promote its NBA,
NASCAR and Primetime In The Daytime programming.
The Valpak brand is defined by its selectively-targeted, affluent audience. Direct
mail advertising in the Valpak envelope is an established marketing vehicle outpacing its
industry 2-to-1 as more consumers become vigilant about spending wisely and seek value
to enhance their lives.
About Cox Target Media http://coxtarget.com or http://www.valpak.com
Headquartered in Largo, FL, Cox Target Media (CTM) is North America’s leading direct marketing
company with nearly 200 franchise offices, as well as 10 corporate owned and operated sales offices in the
United States. CTM’s flagship brand Valpak® delivers savings each month to more than 45 million
households throughout the United States, Canada and Puerto Rico. Annually, Valpak mails more than 18
billion advertiser offers inserted in more than 500 million envelopes. Valpak.com is the online extension of
the envelope and the largest local coupon site on the Internet. CTM is a subsidiary of Cox Newspapers,
owned by Cox Enterprises, Inc., the sixth largest media company by revenue in the United States.