NAPA Case Study

The Beginning

NAPA ignited their quest for a broader audience, setting the stage for a collaboration with Herschend Family Entertainment. The mission? To shift gears and extend beyond the male-centric automotive care market by engaging moms and families. 

The Vision  

Through the partnership, NAPA crafted a strategic alliance, becoming the "Official Automotive Parts, Maintenance, and Repair Partner” of Herschend Family Entertainment. NAPA aimed to not only capture the attention of families visiting Herschend properties but also to generate incremental sales. This imaginative blueprint included both business-to-customer and business-to-business partnership elements. 

The Hurdles 

Navigating the road to family-focused success wasn't without its challenges. NAPA faced the hurdle of breaking into a new demographic while ensuring the partnership wasn’t just a surface-level collaboration. Overcoming preconceptions and aligning automotive care with moms and young families proved to be a unique test. 

The Solutions  

NAPA unleashed a wave of ideas, focusing on transportation and parking – integral aspects of family outings to Herschend properties. Taking ownership positions in transportation-related assets, NAPA implemented integrated sponsorships that included vehicle assistance programs, trams, and an array of sponsorship benefits including signage, branding, digital, print, couponing, social media, and email marketing across Herschend’s most well recognized properties, Dollywood, Silver Dollar City, Callaway Gardens, Pink Jeep, and Wild Adventures. This comprehensive approach ensured NAPA's presence at every turn. 

The Triumphs 

The fully integrated partnership proved to be a triumph for NAPA, Herschend Family Entertainment, and the families served. The strategic tie-in between NAPA and the parks seamlessly reached customers, boosted auto parts sales, and drove revenue through a collaborative relationship.