Smith Roberts promotes NASCAR romance novels
By Adnews Staff
Toronto-based Smith Roberts + Co. was recently retained by publisher Harlequin Enterprises to handle the launch of a new collection of romance novels tied to the NASCAR auto racing series. The launch is timed to coincide with Valentine's Day on Feb. 14 and the Daytona 500, which will begin on Feb. 19. The assignment included national U.S. print advertising, national radio advertising, a brochure that will be distributed with race programs and a website located at <http://www.getyourheartracing.com>. "It's exciting for us work with such a well recognized and respected brand like Harlequin and to help them launch this new series with NASCAR in the States," said agency co-founder Malcolm Roberts. "It takes a moment to wrap your head around what seem like totally opposite brands, but with 30 million female NASCAR fans, it's a really astute move on Harlequin's part."