Bristol Motor Speedway is a brand that serves as a testament to one of America’s greatest pastimes. While wanting to preserve the nostalgia that NASCAR race fans celebrate, but needing to implement fresh creative, Bristol Motor Speedway turned to Designsensory for a new approach to telling the story.
One of the most notorious tracks on the NASCAR circuit, Bristol Motor Speedway is home to The Last Great Colosseum: an icon of the South. Such notoriety stands unrivaled—as with any sport, their goal is to understand audiences, increase ticket sales and enhance the overall brand experience. We combined brain and brawn to deliver a campaign rich in testimony to the magic of a day at the track.
After a robust research period indicated that the Bristol target audience wanted to spend their free time away from their jobs, we decided to showcase exactly how fans can do that at Bristol Motor Speedway with a campaign titled “This is What You Live For.” Designsensory used photography and videography to highlight those prime moments that make raceday truly spectacular for the everyday worker.
With that research in mind and an increase in speedway ticket sales, the Designsensory team took on the challenge of driving even more attendance for the track’s highly-anticipated 2019 races: April’s Food City 500 and the Bass Pro Shops NRA Night Race in August. As far as those traditions go, there’s really nothing like it.
We are racing into another year of big ideas for Bristol Motor Speedway. We’re excited for the fun to continue and for the endless opportunities to shout “It’s Bristol Baby!”
Our partnership with Bristol Motor Speedway began with years of extensive testing from Lancaster Research (now Designsensory Intelligence.) Lancaster coordinated focus groups and surveys on site to gauge the level of interest in Bristol attendees. From the first race to die-hard fans, we were able to better understand and improve their experience in our marketing work. With that strategy, Designsensory provided Bristol Motor Speedway and Dragway with big ideas and a new creative campaign.
We launched a traditional and digital media plan that playfully introduced Bristol Motor Speedway as an enjoyable place for everyone. Running under the tagline “This is What You Live For,” our campaign focused on the everyday worker. From the workday to the weekend, we used fun and creative photography and videography to show off the amazing things that "The World's Fastest Half-Mile" has to offer visitors.
Following our successful “This is What You Live For” campaign, the Designsensory team was tasked with increasing ticket sales and brand awareness for 2019. We're charging on with new projects and even bigger ideas in 2020. Check back to see how our work with Bristol Motor Speedway progresses.