NASCAR and Daytona International Speedway tasked agency St John to create a welcoming property takeover at partner airport Daytona Beach International for race fans arriving for the 2021 Daytona 500 and to capture media attention and drive positive PR around the race.
With just a three-week turnaround from brief to launch, the Jacksonville (Florida) based agency St John created a series of eye-catching race-relevant installations and experiences at the airport with the aim of boosting awareness of and excitement around the 2021 Daytona 500 and to convey the magnitude of the event of passengers arriving in Daytona Beach ahead of the 14 February race.
The installations were spearheaded by baggage carousel transformations which saw the airports luggage delivery units turned into miniature moving racetracks which saw model race car decals added to the circuiting conveyor belts.
The carousel race conversions were just one strand of the larger airport takeover which also included Daytona 500 branded wraps, floor graphics and banners throughout the terminal, plus a start/finish line across the passenger drop-off and pick-up lane and custom-made Daytona 500 tire art installations.
“We pushed ourselves to come up with something as unique and captivating as the DAYTONA 500 itself,” said St John ECD Peter Herbst. “Having a moving ‘track’ to work with, we just had to figure out a way to stage a race on it.”
“The DAYTONA 500 is the biggest race in motorsports,” said Daytona International Speedway President Chip Wile. “As soon as you step off the plane, you are immediately immersed in the energy and aura that is synonymous with the Great American Race.”
Comment:
The airport takeover was one major strand of a larger, community-based initiative to welcome race fans to Daytona Beach and to celebrate the Daytona 500 – the region’s biggest and most famous sporting event.
Daytona International Speedway, NASCAR and the agency all worked in harness with local government, community organisations and local businesses to drive excitement around the race beyond the circuit itself.
Held annually and nicknamed the Great American Race, the Daytona 500 is the flagship 500-mile-long NASCAR Cup Series held at Daytona International Speedway in Daytona Beach, Florida.
Links:
NASCAR
St John
Daytona Beach International Airport
http://www.flydaytonafirst.com/
Leave a comment
You must be logged in to post a comment.