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The options an average consumer has to spend their leisure time and money are endless. So why would thousands of them choose a weekend at Michigan International Speedway? It’s the experience of a great time with family and friends surrounded by NASCAR racing, the great outdoors and an escape from ‘normal.'

Michigan International Speedway Client Profile

If you’ve ever been to MIS, you know what it means to 'escape your everyday' life. But if you haven’t been, our role is to capture the experience and re-tell it to get you there to see it for yourself.

The goal is simple—sort of: put butts in seats. Ticket sales are used as a measure of our success, but engaging a diverse market of potential ticket buyers is not so easy. MIS is not afraid to innovate in order to engage a shifting audience demographic. They provide what today's consumer wants: a great race, great camping and a great party. Some love NASCAR and have attended for years. New race-goers may have less of a connection to the actual racing; they’re looking for a great time. They go for the big parties, the music, the foam pits and the paint parties of Keloorah—a music festival that happens over both NASCAR race weekends.

MIS trusts ddm to innovate with them—as long as our creative engagement drives effective results. From enhancing overall positioning to increasing ticket sales, ddm is accountable. And we never forget that.

The outcome of a great relationship can be measured by results, pride in developing best-in-industry advertising and a total media partnership.

  • Brand positioning and identity
  • Campaign development
    • Traditional media including TV, print, radio and outdoor
    • Digital display/search, social media advertising, Pandora
  • Media strategy and placement
  • Analytics/Tracking - integral relationship with ISC digital advertising team (MIS’ parent company) to create classifications/rules set that is now the standard within ISC.

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