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AAA Mid-Atlantic Selects Activator to Manage Key Partnership with Michael Waltrip Racing

As the Official Insurance, Travel, and Roadside Assistance Partner of Michael Waltrip Racing (MWR), AAA Mid-Atlantic will collaborate with the MWR team to manage all aspects of their burgeoning relationship in real time within Activator's online partnership maximization environment.

Haddonfield, New Jersey, November 21, 2011 - AAA Mid-Atlantic is the first NASCAR racing team sponsor to adopt Activator, the sports and entertainment industry's next generation partnership management platform developed by Turnkey Sports & Entertainment.

Moving forward, AAA Mid-Atlantic will use Activator to manage and execute all aspects of the facility's recently expanded deal with MWR, one of NASCAR's premier Sprint Cup Racing teams. The membership organization's deal with MWR runs through the 2015 season, and includes activation across a multitude of platforms and programs.

"Turnkey has delivered a platform that will enhance the efficiency and timeliness of collaborative communications between my group, our agency (Aquarius Sports and Entertainment), and Michael Waltrip Racing," said Matthew Haas, Director of Partnership & Event Marketing for AAA Mid-Atlantic. "I anticipate Activator playing a vital role in ensuring that we achieve our goals and objectives with this key partnership."

By adopting Activator, AAA Mid-Atlantic will gain the ability to work with the MWR group in Activator's secure online environment to plan, track, and recap all aspects of their partnership agreement. By utilizing Activator, AAA Mid-Atlantic aims to dramatically increase their ability to engage with MWR on an ongoing basis and add value to every aspect of the pair's relationship.

"Activator is a perfect fit for the AAA Mid-Atlantic / MWR deal," said Emily Huddell, Turnkey's Senior Vice President of Sales & Service. "Our group is tremendously excited that the company's leadership sees Activator as the solution that will best serve their partners at MWR. Matt Haas' group is a visionary, forward-thinking team, and we look forward to assisting both them and MWR as they work together to move their relationship into the future."

About AAA Mid-Atlantic
AAA Mid-Atlantic serves nearly four million members in New Jersey, Delaware, Maryland, Pennsylvania, Virginia and the District of Columbia, with personal insurance, financial, automotive and travel services through 53 retail branches, regional operations centers and the Internet, at aaa.com/community

About Turnkey Intelligence
Turnkey Intelligence is a wholly owned subsidiary of Turnkey Sports & Entertainment, the holding company that also owns and operates Turnkey Search, the industry's leading executive search firm. Turnkey Intelligence is the sports and entertainment industry's leader in custom consumer research (SURVEYOR), sales automation (PROSPECTOR), and partnership activation (ACTIVATOR). Clients utilize Turnkey's software and services to make better-informed business moves involving sponsorship, marketing and sales.

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