CSX Nascar

I brake for trains.

CSX has tapped into NASCAR to spread its "Play It Safe" around railroad tracks campaign. The relationship with a NASCAR team began with a simple bumper sticker that read "I brake for trains" and was placed on the rear bumper of the car. The demand for that bumper sticker was so great, CSX has increased its presence in the sport, and expanded its PR efforts around messaging.

This included having a hood that read "I promise to break for trains" signed by hundreds of fans, drivers and media personalities. The signed hood was then placed on the car for that Sunday’s race. The "stunt" generated a half page article in the USA Today sports section, detailing the sponsorship and importance of being cautious around railroad tracks. To date, tens of thousands of bumper stickers have been handed out, turning each of those cars into permanent safety billboards.

Services

  • Design & Brand Identity
  • Public Relations
  • Social Integration
  • Event Management

Case Studies