|
It's never been clarified, the amounts or disbursement.
One of the key points was the licensing rights to use IMS Museum property for the IZOD merchandise. That's why all the cool new shirts (that aren't out yet) have retro logos and themes. They are also reported to be planning the use of museum cars for touring promotional events.
That's one facet that upping the ante brought Izod: figure a couple million to the Series, a couple more to sponsor RHR's car. The rest is in-store activations, commercial production and airtime buys.
They were already doing those last three items, so the increase in television commercial airtime is the move that might make a difference to selling rags and races. I've seen the ads, not the results.
However it's supposed to work, I think it resembles $10M+ per year, with not a lot of that going directly to IICS. The larger share is for promotion spent directly by Izod.
Whether thats gets them ROI is the question, so far it apparently hasn't gotten them a cohesive marketing plan.
|