Biggest, loudest, rowdiest are some of the words we’d use to describe ISM Raceway’s Spring NASCAR race weekend. Funnest would be another (if it was a word). ISM Raceway wanted to turn the campaign up to 11 by illustrating the emotion and excitement that’s true to this 3-day getaway. The high-octane tone carried from TV, digital and print to touch points like tickets, maps and pocket guides.
We needed to tease the massive renovation to ISM Raceway in two ways: an online video and Phoenix Air Show insert. The catch: The track wasn’t finished, so there were no photos. Working exclusively with renderings, past race photos and our imagination, we created pieces that excited stakeholders and our client.
How do you win Spring Break? You kick up your feet, crack an adult beverage and drink in Spring Race Weekend. This campaign was aimed at selling tickets to the 3-day NASCAR event at ISM Raceway. With a playful tone and mix of professional footage and user-generated content, we invited fans to show how they were #WINNINGSPRINGBREAK before, during and after the successful weekend.
Dale Jr. announced he wouldn’t race in 2017, but had a last minute change of heart. So we made a last minute change of ads.
The world moves fast. And NASCAR moves faster. So to pitch a campaign about waiting for Phoenix’s most high-stakes race…well, it was a bold move. But one that paid off. By highlighting how anticipation builds for the NASCAR Semi-Final, we simultaneously built desire among fans to attend the race. Collateral included digital, print, radio…the whole shebang. But nothing better illustrates the honest human insight better than our award winning commercial.
Is Spring Break only for coeds? Do you need a beach to have a blast? Time to challenge some thinking. For Phoenix Raceway's annual Spring Race, we brought the party to the desert. Our campaign married the best of NASCAR and Spring Break in simple but striking ways. Through TV, radio, print, digital, social and other media outlets, we invited the core fans and a younger audience to break away from the ordinary.
Phoenix Raceway and its one-mile desert oval track have been part of the motorsports scene since 1964. LAVIDGE has proudly partnered with Phoenix Raceway since 2005, helping create and launch race events every year.
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