To generate awareness and increase attendance for their tradition in the hills, Bristol Motor Speedway and Designsensory took the Last Great Colosseum’s traditional and digital media campaign to the next level in 2019. Beginning with April’s Food City 500, we reinvented the creative and media planning processes with a campaign titled “You Can’t Fake Fast.”
A full lap in just 14.7 seconds, Bristol Motor Speedway is NASCAR’s fastest short track, and you have to be there to take it all in. That messaging led our marketing efforts in the form of :30 television and radio spots, out-of-home and print advertising and digital display. Every bit of the integrated media campaign was guided by heavy research insights, including concept testing. Founded on fast and fueled by intensity, Bristol Motor Speedway has earned its title of the “World’s Fastest Half-Mile.”
While the concept and execution was fun, it held a greater purpose: engaging and inciting loyalty among avid fans and bringing new fans to the sport. We nurtured that goal through the year and into our planning and promotion of the Bass Pro Shops NRA Night Race in August. Running with the brand of “America’s Night Race,” we were able to build excitement in a similar and successful way with new digital creative alongside updated television and radio spots, print and out-of-home advertising in a number of markets.
Both races celebrated a major NASCAR and Bristol Motor Speedway anniversary, and the Designsensory team mixed in an additional creative campaign focused entirely on heritage and history. The April race marked the 40th anniversary of Dale Earnhardt Sr.’s first career Cup Series victory, and “America’s Night Race” highlighted the famous wreck between Earnhardt and Terry Labonte in August of 1999.
Bristol Motor Speedway challenged Designsensory to develop a strategic and creative media campaign to stimulate ticket purchases, and we were happy to take the driver’s seat. Our wheels are already turning for the 2020 races—It’s Bristol Baby!