NHRA has hired The Brand AMP, the largest public relations firm in Orange County, Calif., to proactively reach the new media audience, non-traditional media outlets, bloggers and social media channels to bring new fans into the sport of NHRA Drag Racing.
“Today’s media landscape has changed, shifting to online media, bloggers and individual influencers,” said Tom Compton, president, NHRA. “These outlets reach a younger demographic, have an impact on trend setting, and many times are feeder outlets to much larger non-traditional media coverage. The Brand AMP knows this area extremely well and their involvement will have an immeasurable impact on expanding NHRA’s reach to an entirely different segment of the population.
“In addition, we believe the agency will compliment and drive broad awareness for our diversity and multicultural initiatives, expand and enhance our social media efforts and assist in building the next generation of stars in the sport.”
The Brand AMP is based in Seal Beach, Calif., and boasts a roster of lifestyle, consumer products, fitness and tech clients including Qualcomm, DIRECTV, VIZIO, TaylorMade Golf, adidas Golf, Ashworth, Beachbody, Bell Powersports, Mizuno and Carhartt, among others.
In addition to proactive media outreach to non-traditional media outlets including new media, lifestyle, tech and entertainment, the agency will be charged with assisting NHRA in its social media outreach and platforms, developing strategies and synergies including newsworthy content to increase the sport’s following and expand its reach outside the traditional audience.
The move expands the capabilities of NHRA’s current media relations efforts and will deliver a fresh approach to positioning the sport.
“We all recognize that awareness of the sport is key to our success for all our stakeholders. The agency showed tremendous enthusiasm to make an impact on the sport by leveraging their strong media relationships and deep knowledge of the new media scene,” said Compton.