Set Fun in Motion Campaign
NASCAR SpeedPark approached Designsensory with a need to develop a marketing campaign inclusive of traditional and digital advertising, social media and other digital channels to highlight to potential guests that the park offers high-octane, go-karting fun for the whole family and so much more.
During our discovery session, the client team explained that since taking over the attraction a few years ago, they had expanded the offerings and completely redesigned the attraction in the process. Because of a lack of awareness about the attraction’s new offerings, it was experiencing issues with repeat visits from its local audiences, as well as difficulty getting the attention of groups and families touring the area.
Designsensory conducted an in depth discovery session during which a team of subject matter experts conducted a half day listening and learning session with the client followed by a half day fam tour, allowing the team to experience the park. With those insights (and a few extra laps around the track), we audited the park’s current and past media tactics on multiple platforms, photo and video assets, print and digital collateral, social media platforms, website content, SEO and ADA compliance. Designsensory’s team developed detailed reports with recommendations on how to approach the campaign. With consensus from the client, the team created a marketing plan alongside an immersive campaign, “Set Fun In Motion.”
The campaign conceptual summary was: “Experience the pure exhilaration of non-stop fun this Summer at NASCAR SpeedPark. Run, ride, cruise, spin, splash, climb, play, GO! However you play, get ready to Set Fun in Motion. Get moving! There’s so much to experience and, with unlimited wristbands, you can do it all again and again!” Composites were created by our design team to represent various elements of the attraction in the tone of the campaign.
Our production team captured hundreds of captivating and compelling photo assets and video footage, which became the visual centerpiece behind the campaign. Our influencer team enlisted influencer Chris Blue, giving the campaign additional impact with the presence of celebrity talent. Designsensory provided scripting, talent vetting, music bed selections and creative direction for all deliverables, while PopFizz was the production partner supporting photo and video capture.
To continue to support the NASCAR SpeedPark team for the duration of the campaign and beyond, we also included quarterly seasonal micro-productions to capture vertical reels and additional photography for use in paid and organic media platforms. This allowed us to update, evolve and refine the park’s digital presence and advertising efforts, while these same assets also supported a larger website redesign.
A larger anthem video featuring entertainer Chris Blue was produced to support the overarching campaign concept and showcase the full NASCAR SpeedPark experience.
