Sunterra Corp., an Orlando, FL-based vacation ownership company will launch a big direct marketing effort in February using racing sports organization NASCAR’s database to build the Sunterra brand and tap millions of race-goers for holiday shares.
“We’ll break our direct marketing campaign during the Daytona 500 races,” said Bob Childs, senior vice president of strategic alliances at Sunterra, soon after his company announced a marketing partnership with NASCAR that goes into effect January 1, 2000. Sunterra was named Official Vacation Club of NASCAR.
The direct push includes nationwide campaigns and promotions. Childs said the sunterra.com Web site will be relaunched to time with the direct marketing push, details of which were still being worked on.