Trans Am

The Trans Am Series, America’s Road Racing Series, began igniting the passion of motorsports fans across the world in 1966 and has been home to some of the greatest names in road racing.

Today, Trans Am continues to honor its legacy, while challenging the status quo in racing, through meaningful racing platforms and a driver-oriented focus. The Trans Am Series is operated by The Trans Am Race Company, LLC (TARC), through a five-year agreement in which TARC oversees the management and marketing of the Trans Am Series. SCCA Pro Racing sanctions Trans Am events and provides operations services to the Series.

Executive Summary

In late 2011, the Trans Am Race Company (TARC) assumed control of the marketing and management of the Trans Am Series with the goal of restoring one of the nation’s great racing series to its rightful spot at the forefront of North American road racing.  To achieve that goal TARC focused on the creation of relevant and logical racing platforms and a customer centric focus.  Marketshare+ was tasked with providing on site public relations services, as well as design and advertising services for the series.  With a limited budget and communications focused on potential competitors Marketshare+ was able to assist the Trans Am Series in growing their competitor base from an average entry in the mid-teens in 2012 to record entries in 2015 including an all time high of 74 at the Mid-Ohio Sports Car Course.

  • Provided onsite public relations and communications services for 12 events per season
  • Developed unique and modern look and feel for Trans Am Series materials
  • Targeted potential competitors with editorial style write-ups within racing’s inner circles

The Challenges

While the Trans Am Series has been in existence since 1966, the Series lost the majority of its national presence in 2007 and remained in a state of survival until the founding of the Trans Am Race Company on September 29, 2011.  TARC inherited a series in need of direction with dwindling car counts and a minimal presence in the racing community. 

Faced with little sponsor support and a stagnate racing climate in the wake of recession, the Trans Am Series was tasked with navigating an environment far different from that of Trans Am’s original glory days in the ‘70s, ‘80s and ‘90s. 

Trans Am began rebuilding and reinvigorating its Series, in need of a communications base and activation platform from which to grow. 

How We Helped

Marketshare+ immediately began providing onsite event public relations services, managing Series presence in media centers while providing releases for on track activities throughout the year at an average of 12 events annually across the country.

Between and during events, Marketshare+ produced a variety of editorial styled content focused on spreading the word about Trans Am’s ongoing revival with the goal of targeting potential competitors and increasing in-industry awareness. 

Back in the office, Marketshare+ worked to create a consistent design and style for all Trans Am materials, giving the series a consistent appearance and brand across all points of contact, no matter the target audience.