By alley - Dec 5, 2014, 9:29 AM ET

NASCAR: Toyota receives Marketing Achievement Award; Earnhardt gets Myers Brothers Award

Toyota received the 2014 NASCAR Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards Luncheon held in the Encore Ballroom at Wynn Las Vegas. Driver Dale Earnhardt Jr. was honored with the Myers Brothers Award, a prestigious accolade recognizing those who have made outstanding contributions to the sport of stock car racing.
An official partner since 2004, Toyota joins Coca-Cola as the only multiple-time winner of the award. Utilizing an integrated marketing approach, Toyota has engaged fans, customers and employees across every facet of the NASCAR industry, including intellectual property, promotions, B2B, online, broadcast, at track, event marketing, and social media.
"Toyota is a world class marketer that consistently demonstrates how to effectively leverage its strong brand across all NASCAR platforms to drive measurable performance both on and off the track, said NASCAR Chief Operating Officer Brent Dewar. "Celebrating its 10th year in the sport, Toyota is a true partner to NASCAR at all levels."
This year, Toyota played a vital role in advancing core NASCAR initiatives including engaging fans across digital platforms, heavily investing in creative and media to connect with fans, developing activation geared toward reaching diverse audiences, and leading the way in promoting the new Chase for the NASCAR Sprint Cup format.
"Toyota is honored to receive the NASCAR Marketing Achievement Award for the second time in only four years," said Ed Laukes, vice president of marketing, performance and guest experience for Toyota. "Our commitment to NASCAR, both on the race track and to our fans and consumers, has grown each and every year since we formed our partnership in 2004. Our continued development of new initiatives to engage the fans and help enhance their experience is paramount. We thank NASCAR for its continued support, and look forward to introducing everyone to the 2015 Camry along with other initiatives when we get to Daytona in February." Key Toyota integrated marketing highlights that reached NASCAR stakeholders this year include:

Partnered to help launch the Air Titan 2.0, NASCAR’s innovative track drying system, which is pulled by Toyota Tundra trucks
Supported The NASCAR Foundation by contributing a Toyota Camry to the 2014 Betty Jane France Award winner
Became the first founding partner of the Daytona Rising Project
Introduced its NASCAR Sprint Cup Series™, 2015 Camry race car in unison with its Camry production cars’ arrival in the showroom
Executed four race entitlements across three tracks and major at-track presence, activating at 32 tracks
Prominently featured NASCAR Sprint Cup Series drivers Clint Bowyer and Matt Kenseth in national TV creative
Continued support of NASCAR multi-cultural marketing efforts, including; integration with NASCAR Te Mueve Hispanic marketing platform, entitling the NASCAR Mexico Toyota Series Toyota 120 at Phoenix International Raceway, sponsoring NASCAR Drive for Diversity and Rev Racing drivers Darrell Wallace, Jr., German Quiroga and Daniel Suarez
First Official Partner to support and integrate into the new NASCAR Chase Grid™ digital game platform
Sponsored the new interactive Chase fan event in Chicago, Chase Grid Live Sponsored by Toyota and Sprint
Built cultural relevance in NASCAR by using its "Made in America" core message to establish the company as an American carmaker, and supported our nation’s military and their families through its backing of Hiring Our Heroes and NASCAR – An American Salute initiatives

Earnhardt Jr. was recognized for his career achievements as a champion driver, team owner and philanthropist, as the recipient of the 2014 NMPA Myers Brothers Award. "This doesn’t even seem real," said an emotional Earnhardt after receiving the honor at the 2014 NASCAR NMPA Myers Brothers Awards Luncheon held at Wynn Las Vegas. "The truth is obviously I’m extremely humbled by this award, but I feel like I share it on so many levels -- my sister Kelley (Earnhardt Miller) along with everyone at JR Motorsports is as deserving of this as anyone. I have a lot of passions with NASCAR, but I wouldn’t be able to know how to make them realities without all those folks." An accomplished driver, evidenced by his 23 NASCAR Sprint Cup Series victories and two NASCAR Nationwide Series championships, Earnhardt was cited just as much for his achievements outside his No. 88 Chevrolet, namely as the owner of JR Motorsports and a tireless community benefactor. This season, JR Motorsports driver Chase Elliott became the youngest competitor to win a NASCAR national series championship after clinching the 2014 NASCAR Nationwide Series title. The 18 year old will likely join Brad Keselowski, Aric Almirola, Danica Patrick and Cole Whitt as Sprint Cup regulars who have developed under Earnhardt full time at the Nationwide level. In addition to his Nationwide Series program, Earnhardt contributes to racing at its grassroots levels, fielding Late Model or Street Stock cars since founding JR Motorsports. His Late Model drivers Josh Berry and William Byron finished first and second, respectively, this season in the NASCAR Whelen All-American Series at Hickory Motor Speedway. Earnhardt’s work extends off the track into the community. He has made 235 appearances on behalf of the Make-A-Wish Foundation, a number that ranks in the top five among professional athletes. Furthermore, his Dale Jr. Foundation raised $913,000 to be distributed to more than 70 different charities. "I’m just as proud of what we’ve accomplished there as anything we’ve ever done on the race track," Earnhardt said about his foundation. The NMPA Myers Brothers Award has been presented annually since 1958 in the names of pioneer NASCAR competitors Billy and Bobby Myers and its winner is chosen by a vote of the National Motorsports Press Association. Past recipients are a virtual who’s-who of the industry – drivers, owners, track operators, sponsors and members of the media – and include nearly every current member of the NASCAR Hall of Fame. Seventeen other awards were given out at the luncheon, spanning from achievements in marketing, performance on the track and exemplary work in the garage. 2014 NASCAR Sprint Cup Series champion Kevin Harvick garnered seven honors, including the 3M Lap Leader Award and Mobil 1 Driver of the Year. "This is really the first time I’ve gotten to stand up here and actually realize what we’ve accomplished," Harvick said. "Thank you to everyone who has participated in making our sport what it is." Here is the complete list of Thursday’s award winners from the NASCAR NMPA Myers Brothers Awards Luncheon:

NMPA Myers Brothers Award: Dale Earnhardt Jr.
Buddy Shuman Award: Bill Joyner, Sunoco’s Manager of Automotive Events
NASCAR Marketing Achievement Award: Toyota
3M Lap Leader Award: Kevin Harvick
American Ethanol Green Flag Restart Award: Kevin Harvick
Coors Light Pole Award: Brad Keselowski
Duralast Brakes "Brake in the Race" Award: Kevin Harvick
Freescale "Wide Open" Award: Kevin Harvick
Goodyear Tires Award: Kevin Harvick
MAHLE Clevite Engine Builder of the Year Award: Billy Davis, Hendrick Engines No. 4 team
Mechanix Wear Most Valuable Pit Crew Award: Stewart-Haas Racing No. 4 team
Mobil 1 Driver of the Year Award: Kevin Harvick
MOOG Steering & Suspension Problem Solver of the Year Award: Luke Lambert, crew chief No. 31 Richard Childress Racing team
Sherwin-Williams Fastest Lap Award: Matt Kenseth
Sunoco Diamond Performance Award: Kevin Harvick
Sunoco Rookie of the Year Award: Kyle Larson
Champion Sponsor Award: Budweiser
Champion Crew Chief: Rodney Childers