NASCAR fans want the bragging rights to say they were where all the action happened.
Every racing fan knows the name Talladega, but in recent years attendance had dropped way off. It no longer seemed to be as vital a destination as it once was so the speedway hired Intermark to help them shape a new urgency to visiting ‘Dega.
Brand Strategy: Convince racing fans that Talladega is a one-of-a-kind place where unique and exciting things happen. On the track, and in the stands, anything can happen.
Creative Idea: We had an iconic NASCAR fan tell his stories from Talladega and boast about all they witnessed. “I Was There” was a new kind of testimonial campaign in that it showcased not just the highlights on the track, but all the wild things happening in the stands too.
Marketing Results: The big race weekend drew nearly 22,000 out-of-state attendees while also increasing ticket sales