CLIENT’S SPOTLIGHTNASCAR Nationwide series, Camping World Truck Series, IRL IndyCar Series, ARCA RE/MAX Series
01. Project Info
Nashville Super Speedway (NASCAR)
Nashville Super Speedway facility has hosted four major races each year: two NASCAR Nationwide Series races and two NASCAR Camping World Truck Series races (one per year prior to 2010). The IndyCar Series Firestone Indy 200 was run at the track from its opening until 2008. Each feature event was usually accompanied by a companion event from lower-tier series such as ARCA and Indy Lights. NASCAR continually showed little interest in staging a Sprint Cup Series race at the track.
Nashville Speedway needed a creative way to pull in pull in not only fans, but potential fans. They needed an innovative program for the NASCAR event.
An all-day event was created with high-profile music artists performing, network radio broadcasts with super star guests appearing on the stage just outside the track and grass-roots campaigns to create the excitement needed to sell tickets. In addition, other revenue-generating programs were created to offer fans a chance to experience elements of a race that were unique only to Nashville. This included “buy ins” for VIP style parties, fan walks inside the garage and the chance to wave the green flag.
Nashville Super Speedway opened with sell-out crowds. This campaign allowed fans “get inside” the event rather than simply watch the event. These programs are still in place today.