NASCAR SpeedPark

OVERVIEW

NASCAR SpeedPark is a family-fun park in Pigeon Forge, Tennessee, offering many go-kart tracks and other attractions such as arcade, rides, and more. A thorough discovery session and tour of the park informed a review the park’s media strategies and company goals. A primary communication goal of the park was to highlight the vast array of activities available at NASCAR SpeedPark, showcasing how visitors can enjoy a diverse and entertaining experience throughout the entire day. This led to the "Set Fun In Motion" campaign, promoting a summer filled with endless fun activities.

The campaign featured dynamic visuals and messages like, “Fun in Motion” and "Dive into non-stop excitement this Summer," emphasizing continuous fun. Key visuals were composed of photo composites featuring energetic type treatments. Photography and a hero video, featuring influencer Chris Blue, were developed alongside the campaign.

ROLE

In my role, I spearheaded the conceptual development of the marketing campaign, drawing insights from discovery sessions and aligning with the client's objectives. I crafted the key visuals, employing advanced photo compositing techniques and innovative type treatments to ensure a cohesive and dynamic aesthetic. Additionally, I was active in the production process for the video and photo assets. I also created and refined a variety of assets for use across social and paid media platforms, ensuring each piece effectively communicated the campaign's dynamic themes and met the strategic marketing goals.

RESULTS

The video received 1.1 million views in the first six months, 97% email open rate, and the campaign was a Bronze Addy Winner. The first quarter launch of the campaign saw a 75% increase in organic social engagement and impressions, and a 45%+ increase in link clicks and paid media strongly outperformed industry benchmarks.