It was announced from Ken Calwell, Domino's Chief Marketing Officer:
As we approached the end of the 2005 NASCAR season and the end of our contract with Dale Earnhardt, Inc. (DEI), we began carefully researching and evaluating our options for the 2006 NASCAR season.
As we continue on our journey with NASCAR, I am happy to announce we are extending our partnership with two-time Daytona 500 winner Michael Waltrip into the 2006 season. We've spent the last three years building fan awareness for Domino's Pizza. Our NASCAR advertising message - "Make Race Day Domino's Pizza Day" - has been well received by customers.
Since our original announcement of being named the Official Pizza of NASCAR in 2003, we have taken a strategic and methodical approach to the sport and have been rewarded by NASCAR fans. Domino's has become the number one choice for pizza among NASCAR fans, and our research shows that NASCAR fans are six times as likely to order Domino's because we are the Official Pizza.
Under our new agreement, Domino's will continue our visibility and involvement in the sport by becoming a primary sponsor on Michael's No. 55 Domino's Pizza Dodge at the NASCAR NEXTEL Cup Series race at Michigan International Speedway on August 20, 2006. Additionally, we will have an associate sponsorship throughout the year on Michael's No.55 Dodge and an agreement that allows us to continue to feature him in NASCAR-themed commercials and promotions.
Bigger and Better Show Car Program
We are also pleased to announce that the 2006 show car program will be bigger and better! To help us build awareness in the race markets during race weekends, the No. 55 Domino's show car will follow the NEXTEL Cup Series race circuit, stopping at local Domino's stores for store openings and events at no cost to the markets. Highlights of the enhanced show car program include:
* Coca-Cola support - For each event, Cola-Cola will provide NASCAR-branded oversized cooler barrels; 15 free cases of product; one leather Coca-Cola jacket and raffle box; and 25 store crew t-shirts.
* More show car events - We will have a guaranteed minimum of 100 show car appearances and have the ability to expand to 200 appearances throughout the year depending on the market's interest in the program.
* Bigger and better branded trailer - The show car trailer will have glass windows on each side which will allow for the show car to be visible inside as it is being driven down the road. We will have larger branding on the trailer which will allow for NASCAR fans to connect with Domino's Pizza. The trailer is big enough to allow fans to walk inside the trailer during inclement weather.
The show car program has created internal excitement and helped increased local sales during the last two years. Stores that hosted the show car reported an average of 30% to 60% sales increases. We want to see that number increase this year by providing additional support and consistency across the markets.
We look forward to sharing more exciting Domino's NASCAR news with all of you soon as we finalize more of our plans for 2007 and beyond.
