Citizen Watch Company of America Partners with NASCAR Star Michael Waltrip for International Media Campaign

Strategic Insights -

Citizen Watch Company of America, Inc. has announced the signing of NASCAR star Michael Waltrip as the latest addition to their international media campaign, Unstoppable. The campaign aims to promote the brand's Eco-Drive(R) watches, which harness the power of light to store energy in a permanently rechargeable battery. With more than 20 years of racing experience, Waltrip personifies the unwavering spirit of the Citizen Eco-Drive(R) brand. The campaign features Waltrip in a 15-second spot that will debut on Fox during the Auto Club 500 at the California Speedway on May 2nd.

Key Takeaways:

  • Citizen Watch Company of America has partnered with NASCAR star Michael Waltrip for their international media campaign, Unstoppable.
  • The campaign aims to promote the Citizen Eco-Drive(R) watches, which utilize light energy to power a rechargeable battery.
  • Michael Waltrip, a 2-time Daytona 500 winner, is the latest athlete to join the Citizen Unstoppable campaign, which launched in the United States, Canada, and the United Kingdom in Fall 2003.
  • Other notable athletes featured in the campaign include Sasha Cohen, James Blake, and Luke Donald.
  • The Citizen Eco-Drive(R) Blue Angels Skyhawk(R), a Flight Chronograph, is featured in the first Waltrip spot, which retails for $475.
  • The campaign will air on Fox, Telemundo Sports, and Fox Sports World Espanol in Spring, and in Hispanic print later this year.
  • Citizen is the largest manufacturer of watch movements in the world and has a presence in fine jewelry stores such as Kay Jewelers and Zales, as well as department stores like Macy's and Robinsons May.

Statistics:

  • More than 20 years of racing experience under Michael Waltrip's belt.
  • 2-time Daytona 500 winner Michael Waltrip joins Citizen's Unstoppable campaign.
  • 3 decades of top finishes in the NASCAR world for Michael Waltrip.
  • $475 retail price of the Citizen Eco-Drive(R) Blue Angels Skyhawk(R).
  • Citizen is the largest manufacturer of watch movements in the world.
  • Available at fine jewelry stores like Kay Jewelers and Zales, and department stores like Macy's and Robinsons May.

Sources:

  • PRNewswire, Lyndhurst, N.J., April 19 /PRNewswire/
  • PRNewswire, Lyndhurst, N.J., April 19 /PRNewswire/ - Photo: http://www.newscom.com/cgi-bin/prnh/20040419/NYM212