RaceTrac launches Trac Media Group retail media arm
The new platform lets brands plan, buy and measure campaigns across digital, in-store and forecourt channels at more than 600 RaceTrac locations, with expansion to Gulf and Potbelly planned.
RaceTrac has launched Trac Media Group, a retail media network that allows brands to plan, buy and measure campaigns in one place. The network connects advertisers with guests across the digital channels they use every day and in-store spaces, from the fuel pump to the checkout.
At launch, Trac Media Group covers more than 600 RaceTrac-branded locations. Over time, it will expand to the company’s other brands: RaceWay, Gulf and Potbelly. Measurement ties advertising spend to sales, with the RaceTrac Rewards loyalty program linking visits to purchases.
“RaceTrac is part of our guests’ daily routine. Trac Media Group is built on that frequency. It gives brands a way to show up in those everyday moments with something genuinely useful to the guests most likely to act on it,” said Jamie Miller, Vice President of Marketing at RaceTrac Convenience Retail.
“We’ve spent decades building that experience one location, one relationship at a time. Trac Media Group is the next stage of that growth,” said Melanie Isbill, President of Convenience Retail at RaceTrac, Inc. “We’re inviting our brand partners to grow right alongside us, reaching the guests who already trust RaceTrac every day.”
Founded in 1934 and headquartered in Atlanta, family-owned RaceTrac is one of the largest privately held companies in the US. Its network includes more than 850 RaceTrac and RaceWay locations, around 1,200 Gulf-branded sites and more than 445 Potbelly sandwich shops.
