Brand Extension
Strategists
Case Study
Road & Track® Takes the Lead in Racing & Driving Schools

Road & Track® magazine has a deeply loyal following that respects the publication’s opinions and coverage of high performance vehicles. While the name evokes great consumer trust, it was not being leveraged outside the publishing arena. The magazine’s owner, Hachette, was not maximizing the revenues from this venerable brand.

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Superior Strategy

LMCA licensed Road & Track® in racing and driving schools to one of the foremost racing facilities in the United States — Spring Mountain Motorsports. The overall racing and driving school category is mostly unbranded and Road & Track® is the perfect fit, adding a highly regarded name to this enthusiast category.

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Smart Ideas

Road & Track® offers branded racing and driving courses through Spring Mountain Motorsports. This arrangement addressed Spring Mountain’s desire to expand beyond a local brand, and opened national sales of courses through the famous Road & Track® name.

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Unparalleled Results

For Hachette, licensing revenue is derived from a category that is very closely related to the magazine’s image. Further, Spring Mountain provides facilities for Road & Track® to perform vehicle tests for its editorial coverage, giving further publicity to racing and driving schools, as well to as the licensee.

LMCA also carried out a brand awareness and perception survey covering eight cities across China. Based on this research, LMCA developed a customized licensing program to leverage the Road & Track® brand equity into this exciting and popular category.

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