// Homestead-Miami Speedway
Homestead Miami Speedway has a deep-rooted connection with its core NASCAR audience. However, in a highly competitive sports market with a wealth of entertainment options vying for consumer attention, how would they drive attendance and impact for the NASCAR Finals Championship Weekend, the sport’s biggest event?
WOW MKTG accepted the challenge. Our team was tasked with keeping a connection with core NASCAR fans, as well as recruiting new audiences to the big race, corresponding event experiences, and ultimately to the sport.
a New Pace
Our strategy was to develop a versatile, multidisciplinary campaign targeting both the die-hard NASCAR fan and the South Florida entertainment seeker. We opened up communications with attendees of other local sporting events and festivals and implemented Spanish-language media messaging to reach Latino sporting fans. Our diverse creative campaign leveraged a mix of broadcast, outdoor and online messaging, connecting frequently with target audiences across multiple media touchpoints.
Diversifying into the
After only 60 days in the market, the big race weekend was a huge success. Homestead Miami Speedway sold 100% of its race tickets, selling out attendance in record time. Our high-frequency, mixed media messaging, and real-time optimization efforts helped exceed performance expectations and made a quantifiable impact with people. We kept pace with core fans while introducing the venue and the sport to thousands of first-timers, helping to build up the next generation of NASCAR fans.
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