Kaplow was enlisted to increase awareness for Patrón Highcroft Racing, a luxury high-performance racing team based in Danbury, Connecticut. The team drives the Acura ARX-01b in the American Le Mans Series, a circuit of endurance sports car races patterned after the world-famous 24 Hours of Le Mans. Kaplow was challenged with raising the profile of the team, owner Duncan Dayton, team sponsors, and its individual drivers – Scott Sharp and David Brabham.
The Kaplow team embarked on a hard-hitting media program – targeting business and sports press in order to bring to light the story behind the team. The July 12 ALMS race at Lime Rock Park in Lakeville, CT, served as the perfect venue to host NYC media for a day at the races, with reporters from Forbes and ESPN the Magazine gearing up in fire suits to join the Patrón Highcroft pit crew.
The program’s success was rounded out by an in-studio broadcast segment with Dayton on Fox Business News, hosted by racing fan and news anchor Brian Sullivan, and the hosts of ESPN First Take jumping behind the wheel for a driving lesson with David Brabham.