Challenge

Phoenix Raceway tasked Zion & Zion with creating buzz and awareness around the recent $178 million dollar renovations and increase ticket sales for the two NASCAR race weekends at Phoenix Raceway in 2020.

Insights

Zion & Zion conducted focus groups to better understand avid and lapsed fans’ perceptions around the renovations and the emotional benefits they perceived. Both groups of fans expressed a sense of enjoyment of bonding while experiencing the sensorial aspects of the race (i.e., the sounds of the race, the smell, etc.). When the renovations directly tied to an upgraded fan experience, such as being closer to the pits, it was the idea of sharing these experiences with friends, family and fellow fans that generated excitement.

Solutions

Zion & Zion worked with Phoenix Raceway to develop high-energy creative campaigns that captured the excitement of race weekend and the one-of-kind experiences that you can have with your friends, family, and fellow fans. Each campaign included a multi-media flight of broadcast television, radio, out-of-home, OTT, programmatic display, video, and paid social.