Jul 21, 2005 6:08 AM, PROMO Xtra, By Tim Parry

NASCAR is the theme for a TNT and Office Depot direct marketing promotion using a Valpak mailer to reach 43 million households. The mailings will drop from July 27 to Aug. 26.

Office Depot, TNT and NASCAR are using Valpak for a multi-tiered promotion

The outer envelope carries the NASCAR and TNT logos as well as images of the No. 99 car sponsored by Office Depot. Two calls to action ask consumers to watch NASCAR Nextel Cup races on TNT and to enter Office Depot's Coolest Ride To School sweepstakes.

TNT will plug both Valpak and the sweeps during its NASCAR broadcasts. Posters in Office Depot FSIs and in-store materials at 1,000 Office Depot locations will also promote the partners.

Mailings in regions with Office Depot locations encourage consumers to enter either online or in-store to help build back-to-school store traffic. Sweepstakes details are included in the envelope.

"NASCAR and TNT approached us about the partnership, and we knew Valpak has a strong base of NASCAR fans and business customers," said Indee Freas, Office Depot marketing manager for sponsorships and promotions. "We felt it was a good time to test the waters."

The grand prize is a ride to school with three friends from NASCAR driver Carl Edwards in the No. 99 Office Depot car. Edwards will also meet with students and teachers and sign autographs at the school.

The second-prize winner will receive a VIP race trip for two to a race of choice, and five third-prize winners will get $1,000 Office Depot shopping sprees. The sweepstakes runs through Sept. 2.

"Consumers are looking to get Valpak to take advantage of offers, and we thought the sweepstakes was something that would entice [consumers]," Bilotta said. "We think it's a great mix of non-traditional media coming together."

This is the third time that TNT has used Valpak for a direct marketing campaign to promote its NASCAR coverage, and the first time it added another brand to the mix, Chris Bilotta, Valpak director of promotions said. TNT does not include an insert and relies only on the promotion on the outer envelope to drive viewership.

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