Dale Jarrett Racing Adventure is a heart-pounding, white knuckle rush of a lifetime entertainment experience designed for motor sports enthusiasts. Since opening its first track location back in 2000, DJRA has since grown into a multi-state operation with over a dozen track locations primarily in the South and Eastern United States. DJRA opened a Las Vegas Motor Speedway location in the Winter of 2011 / Spring 2012.

In Spring of 2012 TMC assisted DJRA with a full scale localized marketing plan and deployment that helped them to stake a claim in the competitive non-gaming entertainment space.

Proejct Goals

To bring awareness and generate bookings at the Dale Jarrett Racing Adventure entertainment experience. By designing an effective strategy that combined traditional advertising mediums, unique grass root outreach, targeted social marketing and more, Dale Jarrett Racing Adventure quickly excelled into the preferred entertainment spotlight at the Las Vegas Motor Speedway.

Collateral & Print

Communicating the exciting, heart-pounding, thrill of a lifetime story in this traditional 4-panel collateral piece meant us spending numerous days on track with a camera in-hand. Looking to capture endless ear to ear grins and candid moments of excitement from actual live patrons of the event allowed us to deliver a real sense of authenticity you can see and almost feel. No models or staged photos here. It’s the real deal…

A simple, yet creative use of SPOT UV elevates the look and feel of the Dale Jarrett Racing Adventure business card.

 

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Environmental Design

Colorful displays of patron excitement provide the perfect backdrop to event promotion throughout the season. Making sure to reinforce key differentiators that made the Dale Jarrett Racing Adventure a better and more unique experience in comparison to their competition.

 

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Social Marketing and Grass Roots Promotion

Rick Harrison and the Pawn Star team were taking the tv viewing audience by storm during the Summer of 2012. We jumped at the opportunity to partner with them to deliver this high energy, interactive in-store promotion. We knew that we could definitely appeal to the 5,000 plus patrons a day visiting the world famous GS Pawn store. And that we did…
Social marketing was the perfect medium to deploy. DJRA received hundreds of entries via Facebook – allowing them to kick start a solid growth pattern on their Facebook fan page. They also experienced increased web activity and had an influx of bookings during the promotion time frame.

 

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Through targeted e-blasts reaching out to existing loyal fans, regular Facebook posts about the promotion and more, DJRA received over 2,500 entries – to include a dozen plus “selfie” photo entries where DJRA Facebook fans could vote for their favorite photo entry pic daily. The promotion delivered significant awareness to the venue, and more importantly the DJRA help desk experienced a 32% increase in experience bookings leading up to and following the close of the event on August 21.

Event Photography

Just a few of the candids we caught while on track with DJRA during their 14 month residency at the famed Las Vegas Motor Speedway.

TMC developed some great marketing materials, creative social marketing co-operatives and grass root initiatives that really helped us stake a claim and get a foot hold of new business at the Las Vegas Motor Speedway quickly. Having a respected Las Vegas agency who understood the market was really important to us when since we were new to town.

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