CHALLENGE
Professional motorcyclist Peggy Llewellyn entered the 2008 National Hot Rod Association (NHRA) POWERade Drag Racing Series participating in an abbreviated race schedule. Racing in 16 competitions for the 2007 season in the Pro Stock Motorcycle category, she finished 19th overall with 133 points, making it to five first round eliminations, six quarter finals, and four semi-finals, and one history-making win (Dallas), making her the first woman of color to win a professional motorsports event. Peggy Llewellyn’s brand was only recognizable by NHRA fans only, which are predominately white males. Peggy wanted her brand to be recognizable to mainstream audiences, to include minority audiences.
OUR WORK
Eaddy Perry &Associates, Inc. (currently agency of record) strategy for Peggy Llewellyn was to increase media exposure making her more appealing to a diverse fan base. To achieve this we broadened her media placement and increased her sponsor prestige.
Traditionally, NHRA Pro Stock Motorcycle is covered through the media by sports enthusiasts, both general and specific motorsports publications, and special broadcast (radio and television) programming through NHRA partnerships. Our approach was to target media outlets that are more consumer-based, in addition to the traditional sports specific media. We used the approach as follows:
Inventoried all consumer publications and broadcasts in order to cross-promote the Peggy Llewellyn brand, as well as her sponsors; developed/pitched a bank of story ideas specific to each segment of the press. The story bank included story ideas that introduce the Peggy Llewellyn brand; designed a press kit that includes headshot, action shots, bio, race results (current and historical), and a feature story, to aid in media placement; scheduled press junkets in national and local race markets and targeted major metropolitan areas that are considered news powerhouses (i.e., New York, Atlanta, and Chicago); established Peggy internet and new media that include website, blog, interactive chats and Facebook, Twitter, and Instagram with various sites that are consumer based, as well as sports based, and podcasts; utilize “pit access” as a special experience for the press; created cause-related tie-ins with Peggy, through the Women’s Sports Foundation Go! Girl Go! program and Divas for A Cure.
RESULTS
By implementing this strategy, the Peggy Llewellyn brand has increased in recognition 70 percent by audiences outside of the sports arena broadening her fan base. Her recognition has also been an inspiration to audiences who celebrate her historical win, with 2018 marking 10-years since she won in Dallas, as FOX Sports aired a feature on her for the Dallas race October 2018. She was the feature exhibit at the World of Speed USA Museum, Women of Racing, which ran December 2016 – December 2017. In May 2015, Llewellyn was awarded the Inspiration of Youth Award, which is given to an individual who has inspired the youth of today to become great achievers of tomorrow, by Pop Warner Little Scholars, Inc.
In 2010 and 2011, Peggy was recognized for her achievements by the Women’s Sports Foundation at the 32nd and 33rd Annual Salute to Women in Sports Gala in New York. Named 2009 Female Athlete of the Year by The Elements of a Champion Foundation for displaying extraordinary character on and off the racetrack, Peggy became an ambassador for Women’s Sports Foundation’s Go Girl Go!, promoting the sport of motorcycle racing, physical fitness education, and following dreams to young girls and spokesperson for Divas For A Cure, a unique national service-based 501(c)(3) nonprofit organization of Black and Latina women, who ride motorcycles across country to increase awareness and raise funds to support a cure for breast cancer throughout the year and through their signature fund raiser, Divas For A Cure Breast Cancer Motorcycle Run.
Over the years, Peggy has been covered by many media outlets to include ESPN, ESPN Deportes, FOX Sports, Ocean Style Magazine, Heart & Soul Magazine, Sports Illustrated, Dragster Magazine, Essence Magazine, to name a few, and has graced the cover of Latina Style, Decisive Magazine, Black Girls Ride, and Our Heritage Magazine, as well as being a featured package on the 2012 BET “Black Girls Rock!” show.
