Repositioning an iconic brand

Faced with the reality that ticket sales for the DAYTONA 500 were at risk based on market dynamics, Jump pitched a new creative strategy designed to move tickets — without discounting the price. Instead of relying heavily on the understood iconic aspect of the brand, a content strategy was developed to broaden appeal to a wider audience and expand messaging over the course of the year to best meet the intended audience with the right message at the right time in the right place.

To reach new audiences

Jump led online focus groups to explore how the brand strategy for the DAYTONA 500 could evolve to appeal to avid race fans and experience seekers alike. The result was a new brand promise and experience strategy that focused on cementing the DAYTONA 500 as an iconic sporting event that always delivers more – and lead to year-over-year event sellouts.

The greatest race awaits

“The Greatest Race Awaits” campaign reminded core fans of all the incredible aspects of the DAYTONA 500 that make the race legendary, while offering a fun and friendly invitation to casual race fans and those seeking a once-in-a-lifetime experience.

Core deliverables
• Repositioning strategy
• Market research
• Marketing campaign
• Logo identity
• Brand design and platform
• Video content