IMSA revealed back in December that it had partnered with Racer Media & Marketing, creators of RACER Magazine and RACER.com, on a multi-media brand advertising campaign capturing the on-track excitement of and anticipation for the 2014 TUDOR United SportsCar Championship. The campaign, which began with a TV commercial launched Dec. 16 on FOX Sports 1 (Click here to watch) and print advertising, bore additional fruit Friday in national newspaper USA Today, where the vibrant ad at left appeared on page 9C (sports section).
Last Friday, IMSA asked the Racer Media & Marketing team create a new ad specifically for USA Today, that focused on the broadcast coverage, specifically the live start on FOX. Secondarily the ad serves as the national roll-out of the new series. The team put the ad together after going through some four iterations to be ready for the publishing deadline.
“Having done television, print and online advertising campaign for IMSA, we were certainly ready when this last-minute opportunity for the series came up,” explained George Tamayo, Associate Creative Director / Brand Strategist with Racer Media & Marketing. “There were a lot of moving parts to juggle in terms of messaging requirements and commercial obligations, and with the Rolex 24 at Daytona less than a week away, everyone was under enormous pressure.
“In the end, we came up with an ad that we feel is compelling on a national stage, and delivered the right message points,” Tamayo added. “Everyone on our team and the IMSA team is proud of this one, along with the campaign overall.”
Tune in for the 52nd Rolex 24 At Daytona at the following times:
Saturday, Jan. 25
Tune in for the Daytona season opener at the following time:
6 p.m. on FOX Sports 2 (Same Day)