ISM Raceway (1)

Spring 2016 Campaign

Spring 2016 Campaign

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.

Fall 2015 Campaign

Fall 2015 Campaign

Phoenix Raceway hosts the Semi-final race in the Chase for the NASCAR Sprint Cup. Our challenge this year was to sell out the track – more than two weeks in advance. So we got dramatic. We highlighted that the only way to be part of the penultimate race, Jeff Gordon's last run, and history, was to be there. The result: Phoenix Raceway sold out a month early.

Spring 2015 Campaign

Spring 2015 Campaign

Fans might work for a paycheck, but they live for NASCAR. We reminded our target audience to take a break from the rat race and experience a real race. No meetings. No timesheets. Just fun, new friends and a whole lot of horsepower. Our campaign included everything from TV, radio, print and digital to tickets and race-day materials.