Charles Caleb Colton coined the phrase “Imitation is the sincerest form of flattery” and Texas Motor Speedway President Eddie Gossage is feeling quite flattered when he checks out the various billboard marketing campaigns on his commutes throughout the Dallas/Fort Worth Metroplex.
Gossage has pleasantly noticed that Texas Motor Speedway’s previous marketing themes – “10 Years Strong” in 2006 and “Reasons” in 2008 – have been cropping up on DFW billboards for other marketing campaigns with a similar or identical premise.
At the outset of 2008, Texas Motor Speedway rolled out its “Reasons” campaign, which featured reasons for following racing and played off the car numbers of the stars of the NASCAR Sprint Cup Series and IZOD IndyCar Series.
Among those featured: Reason #20 “Road Rage” featuring Tony Stewart, Reason #48 “Twice As Good As 24” with reigning series champ Jimmie Johnson and Reason #7 “Danica!” highlighting Danica Patrick in a swimsuit from the Sports Illustrated swimsuit issue.
The Texas Christian University football program followed suit with its own “Reasons” campaign on local billboards last year. The campaign highlighted major components in TCU’s success in 2008 and played off their jersey numbers. Among those were All-American defensive end Jerry Hughes, who was “Reason #98,” and starting quarterback Andy Dalton, who was “Reason #14.”
This year, Gossage spotted another take-off of the “Reasons” campaign near the Greyhound bus terminal in Dallas. The Greyhound billboard had the tagline “Ahh, That New Bus Smell,” which was similar to Texas Motor Speedway’s “Reason #88” with “New Car Smell” featuring Dale Earnhardt Jr.
The “10 Years Strong” campaign – which celebrated the 10-year anniversary of Texas Motor Speedway in 2006 – was revisited for this NFL season by Pepsi on a billboard outside Cowboys Stadium in Arlington. Pepsi went with the slogan “50 Years Strong” (attached) to commemorate the Cowboys’ 50th anniversary.
“I guess Texas Motor Speedway has become the ad agency of record in Dallas-Fort Worth,” Gossage said. “They say imitation is the greatest form of flattery, so it’s great to see these organizations using our creative. Our staff here is very creative – we do all of this work in house. I have to assume that somebody is going to latch onto our ongoing ‘No Limits’ campaign because it has gone wild since it was unveiled in mid-August. We’re really enjoying seeing our work pop up elsewhere.”
The edgier “No Limits” campaign was unveiled during Texas Motor Speedway’s 2011 schedule announcement on Aug. 17 at The House of Blues in Dallas. It will be the most comprehensive advertising and marketing campaign designed by Texas Motor Speedway, utilizing all its resources to help promote its three marquee race weekends – the Samsung Mobile 500 NASCAR double-header in April, Firestone Twin 275s IZOD IndyCar Series/NASCAR Camping World Truck Series combination weekend in June and AAA Texas 500 NASCAR triple-header weekend in November.
From advertising to merchandise and more, Texas Motor Speedway will bring a “No Limits” attitude to reach the broadest spectrum of fans while also rewarding its most loyal ones – Preferred Seat License and season-ticket holders. The speedway, along with its entities including Levy Restaurants and SMI Properties, is undergoing a major rebranding with the “No Limits” theme, which also included the addition of “The Great American Sweethearts!” that have been featured in the outdoor advertising.
“This has the potential to be our best one yet,” Gossage said. “We’re looking forward to continually rolling out different elements of this marketing campaign, from ‘The Great American Sweethearts!’ to the Rat Rod to the Garage Party for PSL and season ticket holders, and making this our most comprehensive campaign to date.”
For more information, please contact the Texas Motor Speedway Media Relations Department at (817) 215-8520.
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Posted On October 8, 2010