Richmond Raceway unveils a new marketing campaign “ALL IN RICHMOND” to promote the NASCAR Playoff Race Weekend presented by Who’s Your Driver on Sept. 20-21. The new political-themed campaign will unite the region to rally around America’s Premier Short Track and support their favorite NASCAR Playoff drivers.
The ALL IN RICHMOND campaign officially launches with a video starring track President Dennis Bickmeier. The video was shot over two nights “under the lights” at Richmond with the perspective of the iconic Richmond racing experience, and a focus on fans supporting their favorite driver in the NASCAR Playoffs. To watch the video, click here.
“When the NASCAR Playoffs start, fans’ support for their drivers goes to a new level as every moment of a race could be the difference between winning or losing a championship,” said Richmond President Dennis Bickmeier. “For two nights in September, the race for a championship runs through the ¾-mile D-shaped oval at Richmond. As the NASCAR Playoffs return to Richmond, we’re rallying the region to unite around their favorite drivers at America’s Premier Short Track by asking, ‘Are you ALL IN RICHMOND?’”
The creative for ALL IN RICHMOND is modeled after the 1960 United States Presidential campaign with Richmond’s red and black brand colors. Driver imagery follows the 1960’s theme with black and white photos. Creative hard assets developed include posters, yard signs, rally towels, stickers, kid tattoos, and more. ALL IN RICHMOND will be integrated into the track’s fall marketing efforts on traditional and digital media, including television commercials, Richmond political-themed radio ads, billboards, and other promotions.
An official ALL IN RICHMOND poster will be designed for each playoff driver in the Monster Energy NASCAR Cup Series and NASCAR Xfinity Series (NXS) once they clinch a spot. Monster Energy Series driver posters are red on the top half, black on the bottom half with a black and white photo in the middle. NXS posters are the inverse with black at the top and red on the bottom. When a new driver locks into the playoffs, their poster will be shared on Richmond’s social channels and website on the Monday following the race.
All drivers locked into the Monster Energy Series and NXS Playoffs have posters available online today. Digital assets, including online playoff posters, backgrounds, and wallpapers, are available for the public to download at richmondraceway.com/allin.
On Richmond’s social channels, the track will rally support with passionate fans and followers to showcase how they will be ALL IN RICHMOND. This will include fans sharing photos and videos of memorable moments at America’s Premier Short Track, contests and giveaways, and other online engagements. The official hashtag for the campaign is #ALLINRICHMOND.
One month from the NASCAR Playoff Race Weekend on Sept. 20-21, Richmond will begin sharing giveaways including posters, yard signs, rally towels, and stickers at outbound events in the region. Richmond will also surprise fans who buy tickets, upgrades, or add-ons for the NASCAR Playoff Race Weekend with ALL IN RICHMOND gift bags that include a rally towel, button, and other items.
To learn more about the ALL IN RICHMOND campaign, visit richmondraceway.com/allin.