Phoenix Raceway is NASCAR’s only racetrack in Arizona. After undergoing a $178 million redesign and name-change, the racetrack needed help to reach a new target audience.
.jpg)
VIdeo Editing
Motion Design
Copywriting
Market Research
Sound Design
PhoenixRaceway is NASCAR’s only racetrack in Arizona. After undergoing a $178 million redesign and name-change, the racetrack needed help to reach a new target audience.
We decided to conduct focus group research to understand the barriers and motivations surrounding event attendance at Phoenix Raceway. In addition, our research was designed to gather reactions to proposed creative/promotional strategies and guide the direction of our future creative. By using an efficiency mindset, we identified a range of audiences and corresponding propensities to convert. We narrowed our audiences down to four groups: AvidNASCAR fans, lapsed NASCAR fans (aged 21-39), lapsed NASCAR fans (aged 40-60),and Should-Be-Fans (Sport/Automotive Enthusiasts aged 18-29).
Avid and Lapsed fans (of both age) expressed that if they knew more about the improvements and additions to the racetrack such as; infield access and ability to view the garages – there is a higher propensity that they would visit the track. Interviews of the Should-Be-Fans revealed that they are more inclined to attend the track if they believe they would have a good time in an upbeat environment. All four groups reacted highly positive to the more“excitement” focused creative pieces we displayed.
During our research we also noticed that the November and March races tend to attract different audiences. The March race tends to be more family-friendly and theNovember race tends to have more of a party atmosphere. This data was reflected in our TV and online commercials as well as our verbiage in our digital ads.
Asa member of the creative team I assisted with the overall strategy, direction and development of our campaigns. I created multiple videos (short-form and long-form) for national broadcast TV, digital/online and social content.Besides video, I created out-of-home billboards, HTML5 ads, and rich-media display ads. I was responsible for; creative direction, design, video-editing, animation, coding and sound mixing.
