Season Ticket Holders are not your average race fans. They are established citizens of the town we call No Limits, Texas. They know all the ins and outs of the track. They’re almost like the sheriffs of the speedway. So, when Texas Motor Speedway asked us to develop a direct mail piece to get Season Ticket Holders to renew for the 2016 season, we knew what we had to do. We elevated the Season Ticket Holder to Officer of Octane and gave them the badge they deserve. We also gave them a citation book so they could offer some extra guidance to the new citizens they will meet at the track.
Eddie Gossage, the President and General Manager of Texas Motor Speedway, was given the Advertising Innovation and Marketing Excellence award in 2015. Our task was to create a program cover and brochure layout that accurately reflected this year’s winner. We knew Eddie liked to think big, and we didn’t think we could fit all of his big thinking on one 8.5" x 11" page, so we made it bigger. A lot bigger.
Texas Motor Speedway is more than a racetrack; it’s a town with a population of 180,000. It’s a community with a passion for fast laps, slow barbecue, and having a darn good time. Our formula for Texas Motor Speedway is one part Texas pride and two parts badass, plus a dose of gutsy eyeball-grabbing design that breaks through the sea of sameness. We don’t know if it’s the roaring engines, the red meat, or the rock and roll that make Texas Motor Speedway so special, but one thing is for certain—it’s the Promised Land of Motor Freakin’ Speed.
Texas Motor Speedway
Direct Mail, Print Collateral, Interactive
Tourism & Entertainment