Daytona International Speedway

differentiate an experience to drive growth

Supercross

The Challenge

In addition to hosting what is arguably the world’s most famous motorsports race, the DAYTONA 500, Daytona International Speedway—the World Center of Racing—befittingly hosts the longest, most grueling race on the Monster Energy AMA Supercross circuit.

To help grow attendance for the event and differentiate it from new, competing Supercross races, we developed a brand for the event that captures what riders and die-hard fans already know about DAYTONA Supercross—that there is no better event on the circuit.

new all-time attendance records

double-digit revenue gains year over year

56% reduction in cost per acquisition

sellout of Daytona-exclusive experiences

“The Atmosphere is Different Here” captures how Daytona creates a supercross event unlike any other through its physical space and its legendary motorsports aura. Images of the racing action that are uniquely Daytona are portrayed in a high-intensity, otherworldly style that blends the expanse and awe of Daytona with the grit and fury of supercross racing. To differentiate the fan experience, we used first-person points of view to convey the immersive, up-close experience that fans can only get at Daytona. Communications were deployed across TV, radio, outdoor, digital video and social media.