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CNN Live At Daybreak

Best Western Unveils $10 Million, Three-Year Deal With NASCAR

Aired November 04, 2003 - 06:47   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.


CAROL COSTELLO, CNN ANCHOR: Time for a little 'Business Buzz' right now. One hotel chain is hoping NASCAR fans will be loyal off the track as well.
Carrie Lee has more live from the Nasdaq market site.

Tell us about this.

CARRIE LEE, CNN FINANCIAL NEWS CORRESPONDENT: This is a very big deal, Carol. Best Western has signed a $10 million, three-year marketing and sponsorship deal to become the official hotel for NASCAR. Now hotel executives are hoping that notoriously brand loyal NASCAR fans will remember Best Western when they travel. The chain plans to roll out a NASCAR themed guest loyalty program, offer special room rates and also have a sweepstakes.

NASCAR season lasts 10 months. Diehard fans often attend multiple races. They follow the circuit. People take this very seriously. And in years past when the unexpected happens, we've heard anecdotal stories of even some of the NASCAR teams having a hard time finding a room. We've heard stories of some of these folks sleeping in hotel banquet halls. Hotels become overbooked. A lot of hotels often jack up rates for sure. So Best Western trying to alleviate some of these issues and of course make some money in the process -- Carol.

COSTELLO: Yes, and very smart move, because what, race car driving is the most popular sport in the United States.

LEE: Is that right?

COSTELLO: That is right.

LEE: Certainly at one time, I would imagine. A 10-month season, a lot of fans so.

COSTELLO: A lot of fans. More fans than any other sport.

Carrie Lee reporting live from the Nasdaq market site.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com





NASCAR>


Aired November 4, 2003 - 06:47   ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: Time for a little 'Business Buzz' right now. One hotel chain is hoping NASCAR fans will be loyal off the track as well.
Carrie Lee has more live from the Nasdaq market site.

Tell us about this.

CARRIE LEE, CNN FINANCIAL NEWS CORRESPONDENT: This is a very big deal, Carol. Best Western has signed a $10 million, three-year marketing and sponsorship deal to become the official hotel for NASCAR. Now hotel executives are hoping that notoriously brand loyal NASCAR fans will remember Best Western when they travel. The chain plans to roll out a NASCAR themed guest loyalty program, offer special room rates and also have a sweepstakes.

NASCAR season lasts 10 months. Diehard fans often attend multiple races. They follow the circuit. People take this very seriously. And in years past when the unexpected happens, we've heard anecdotal stories of even some of the NASCAR teams having a hard time finding a room. We've heard stories of some of these folks sleeping in hotel banquet halls. Hotels become overbooked. A lot of hotels often jack up rates for sure. So Best Western trying to alleviate some of these issues and of course make some money in the process -- Carol.

COSTELLO: Yes, and very smart move, because what, race car driving is the most popular sport in the United States.

LEE: Is that right?

COSTELLO: That is right.

LEE: Certainly at one time, I would imagine. A 10-month season, a lot of fans so.

COSTELLO: A lot of fans. More fans than any other sport.

Carrie Lee reporting live from the Nasdaq market site.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com





NASCAR>