Richmond International Raceway Named 2014 Track Marketing Team of the Year

Marketing Award

RIR Team Honored at NASCAR Marketing and Communications Summit


Richmond International Raceway accomplished a great deal last year, and the auto racing community took notice. In front of over 300 industry stakeholders at the 2015 NASCAR Marketing and Communications Summit, the RIR marketing team was presented with the 2014 Track Marketing Team of the Year by NASCAR.

“Our marketing group is extremely honored to receive this recognition and it is a shared award among our entire team,” said RIR Track President Dennis Bickmeier. “Their creativity and willingness to try new things, along with every other department jumping in to bring these ideas to life, is what makes RIR such a special place.  We continue to put forth many new and innovative marketing and fan engagement opportunities for our events to align with overall industry initiatives and benefit the fans.  

RIR developed a three-year strategy to retain first-time fans, re-engage lapsed fans and drive loyalty among avid and casual fans while also revitalizing the track brand. From TV to radio, direct marketing and social media, RIR works diligently to ensure that all marketing campaign elements are consistent.

Coupled with this program is a steady effort to further enhance ticket value to create a thrilling, memorable and unparalleled race-day experience. The RIR team successfully executed  popular and creative fan-focused platforms  in 2014, that required coordination across many industry stakeholders.

Two of these programs were the inaugural Track Takeover in April and Post-Race Party in September, which debuted to resounding successes. Both events gave fans unique access to the facility and NASCAR’s stars as a part of their race ticket.

“One of our goals at RIR, and part of Our Vision, is to reinvigorate the fan base by creating unique and memorable experiences that would appeal to all fans, casual and avid,” said Director of Consumer Marketing Megan Driscoll, who accepted the award on behalf of RIR. “We want to separate ourselves by raising the bar for fan experience.  What better way to do so than with unparalleled access to the drivers and track surface on race day – for every ticket holder, at no extra cost.”

The aforementioned Track Takeover returns to the raceway on April 25. Fans can get out onto the Action Track just hours before the green flag waves for the 2015 TOYOTA OWNERS 400 NASCAR Sprint Cup Series event, all you need is a ticket to the race! Tickets for Saturday’s race, as well as the 2015 ToyotaCare 250 NASCAR XFINITY Series race on Friday are on sale now. 

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