Russia’s Largest Auto
Manufacturer, LADA to Compete in World Touring Car
Championship Starting in 2006
U.S. based Mackey Marketing Group to
Manage Commercial and Sponsor Elements.
ATLANTA,
GA: Marking the 40th anniversary of
Russia’s biggest automaker, LADA Avtovaz has
elected to develop a global motorsport campaign
starting in the 2006 FIA World Touring Car
Championship (WTCC). The two-car LADA WTCC Racing
team will be operated and prepared by MTEC Sport in
Germany together with the motorsport division of the
LADA factory. Motorsport marketing agency, Mackey
Marketing Group, Inc. of Atlanta, GA has been tapped
to help guide the commercial aspects of this global
motorsport operation. This marks the first time that
a U.S.-based agency has been selected to provide
commercial counsel to a Russian factory-supported
racing team. Mackey Marketing Group presented team
officials with another first – the idea of
placing an American driver in the Russian LADA.
“We
were approached to help develop the promotional and
sponsor elements of this campaign,” noted Brian
Mackey, president of Mackey Marketing Group. “In
addition to the fact that LADA cars are not sold
here, I felt that without race events staged in the
USA to supplement interest, the commercial appeal
from this side of the Atlantic was limited. We then
presented to team officials the idea of considering
an American driver for their Russian
factory-supported racecar and they were very
enthusiastic about it. It’s never been done
before. We think with this addition, commercial
interest from both sides of the Atlantic, as well as
fan interest, in the LADA WTCC Racing campaign will
be very strong. Our efforts will now focus on
taking advantage of this strategic direction.”
In 2006,
Mackey Marketing Group will celebrate with a landmark
anniversary of their own, that being the
agency’s twentieth anniversary. Over the years,
Mackey Marketing Group has often been involved in
international projects for clients in Europe.
However, the LADA campaign is the largest and most
ambitious international project in the agency’s
history.
“We
believe this campaign could establish a new chapter
in motorsports,” added Mackey. “Obviously,
a short time ago, a program such as this is unlikely
to have been contemplated. But now, it is a very
appealing idea. We look forward to working in concert
with team officials in developing this extremely
exciting and unique opportunity.”
The WTCC does
not stage a race in the USA. Events are held at
tracks across Europe, including Monza, Magny-Cours,
Silverstone, Imola and Spa. In addition, events are
held in Mexico and China. ‘It’s our goal to
get an American behind the wheel of the Russian
car,” said Mackey. “I think this is the
kind of racing program that the whole world would be
talking about. I think all race fans would love to
see it happen.”
