Objective

• Evaluate and completely reimagine a decades-long B2B hospitality program to further strengthen NAPA stakeholder relationships, drive retail traffic and otherwise optimize the value of the partnerships platform.

 

Strategy

• Elevated the NAPA brand and its partnerships with NASCAR to create a first-class VIP hospitality experience for NAPA executives, suppliers and clients.

• Introduced a new supplier program for NAPA suppliers to leverage NASCAR hospitality to drive retail traffic and sales.

• Developed a streamlined communication process for pre-event information sharing, on-site updates, and post-event analytics to measure and drive ROI.

• Incorporated experiential fan engagements into relevant partnerships to further drive brand consideration among key consumer groups.