NASCAR Auto Club 400

poster for auto club speedway



Auto Club Speedway

Sensis worked with the Auto Club Speedway business to develop a fully integrated campaign to drive ticket sales as the agency of record for the NASCAR Auto Club 400. We were responsible for media planning and buying, creative campaign development, TV/radio/print/digital creative production, and collateral development.

billboard for nascar auto club 400

Campaign Goals

We aimed to meet the goals of attracting interest in the Auto Club Speedway as a “can’t-miss” event, revitalizing brand awareness in a sport that has experienced greater online competition from a rapidly expanding entertainment market, and driving ticket sales and appeal to multicultural audiences, particularly Hispanics. 

We developed a new creative platform for Auto Club 400 based on consumer research positioning the race as the “Fastest Sunday of the Year.” 

The media plan Sensis planned and executed featured a unique combination of media vehicles for each of the geographic target areas: Inland Empire, Los Angeles DMA and a 100-mile venue radius around the track. Creative deliverables included television, radio, out-of-home, paid search, display banners, social media, and online video.  

nascar pamphlet


Repositioned race as a cultural event​.

Developed a new creative platform for the Auto Club 400 based on consumer research positioning the race as the “Fastest Sunday of the Year.”​

Developed a paid media strategy focused on rapid reach build​.

Utilized multiple media platforms to deliver higher ROI and reach core fans while also expanding to younger new fans.

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