ATTRACTION/DESTINATION

One of America’s premier professional racing road courses offering onsite lodging, dining, spa, karting, sports shooting and more

  • Bolt PR was hired as the agency of record to promote the racetrack as one of America’s premier road courses offering both professional and amateur racing, as well as lodging, dining, spa, karting, sport shooting and more
  • Bolt PR crafted press material including releases, media advisories and newsletter articles, and worked with local, regional and national media to secure and shape impactful stories
  • Created a media day experience with panel Q&As, ride-alongs, interviews with executives and drivers, and more, securing attendance from 14 out-of-market target media outlets that directly resulted in 12 million media impressions from that event alone
  • Secured more than 1.2 billion targeted media impressions for a single event, a 35 percent increase year over year, helping drive a 30 percent increase in event attendance
  • Collaborated with track and resort teams, race organizers, driver teams, sponsors and area hotels for cross-promotion
  • In one year, secured more than 1,200 news stories from targeted race and regional media outlets reaching over 6.1 billion people, worth $27 million in PR value
  • Key coverage included ABC Richmond, ABC Roanoke, Autoweek, CBS Roanoke, Performance Racing Industry, Examiner, Motorsport, National Speed Sport News, NBC Richmond, News 14 Carolina, Paddock Talk, Racer, Richmond Times-Dispatch, Road Racing World, Triad Business Journal and Speedway Digest
  • PR work earned recognition from NASCAR and the International Motor Sports Association as a top performer in organizing efforts and generating results

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