UT to launch joint ticket promotion with Bristol Motor Speedway

Bristol Motor Speedway and the University of Tennessee Athletic Department have rolled out the Dream Package, a first-of-its-kind collaboration between these two bastions of sporting tradition. Promoting checkered flags and checkerboards, the package bundles a ticket to Bristol’s IRWIN Tools Night Race on Aug. 27 with a ticket to UT’s 2011 football home opener against Montana at Neyland Stadium on Sept. 3.

Dream Package tickets go on sale today for $110 per ticket at TNDreamPackage.com, and quantities are limited.

“The ongoing economic recovery necessitates creative marketing to sell out premium sporting events,” said Logan McCabe, vice president of consumer marketing strategy for Bristol Motor Speedway. “We’re delighted to team up with UT to offer our shared fans the opportunity to experience two of the nation’s greatest sporting venues for one low price.”

UT and Bristol Motor Speedway are leveraging their digital assets to promote the discounted ticket package via a dedicated microsite, social media and email marketing, in addition to radio and newspaper advertising. Both UT and BMS collaborated with The Tombras Group to create and launch this co-branded initiative.

“This is a great opportunity for us to reach both sports fans and experience fans and not just Tennessee fans,” said Chris Fuller, senior associate athletic director at University of Tennessee. “It’s certainly unique for fans to be able to see great events at both Bristol Motor Speedway and Neyland Stadium in one week.”

For more information go to TNDreamPackage.com.