Repositioning an iconic brand

Daytona International Speedway partnered with Jump to increase ticket sales for their racing events — most notably the DAYTONA 500. Faced with an increasingly challenging marketplace, Jump pitched a content strategy that could reach a wider audience throughout the year. This allowed us to find more interested buyers and deliver the right message at the right time.

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 — leading 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