Daytona International Speedway (DIS) wanted to get people talking about the 50th running of the Daytona 500 months before the event takes place next February.
"The goal was to get people to talk about Daytona tickets in April," says Brett Jewkes, principal at DIS agency Taylor. The PR team decided to equate Daytona 500's celebrity-drawing power with the ticket design, in order to make fans more excited about the race ten months before they could actually attend. "Fans expect to see ...