Coyne PR was challenged to help historic Martinsville Speedway announce its $5 million LED lighting project. For nearly 70 years, Martinsville (the only track that has hosted a NASCAR race every year since its inception) operated without lights. This presented challenges for the fans (when leaving the track) as well as the competitors (racing in the twilight with little/no visibility). Understanding the importance of driving consistent messaging, the team created specific branding for the project – “Light Up Martinsville.”

After learning that Dale Earnhardt Jr., one of NASCAR’s most popular drivers, was scheduled to make an appearance at Martinsville to help promote its fall NASCAR events, the team leveraged Dale’s popularity and ability to reach widespread audiences with a press conference to announce a “special” development at Martinsville, without revealing the news in advance.
  • GE Water
  • ESPN
  • Del Monte
  • UPS
  • Meow Mix
  • USA Swimming Foundation
  • Salix
  • Cayman Islands
  • Hard Rock International
  • BabyCenter
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  • Graco
  • Heathrow International Airport
  • Quest Diagnostics
  • Telemundo
  • Timberland
  • Advil
  • Seventh Generation
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  • Mike & Ike
  • Red Bull Arena
  • Lifetime Digital
  • Burger King
  • Playmobil
  • Entenmann's
  • Tough Mudder
  • Hong Kong Tourism Board
  • Zoetis
  • CeraVe
  • Courvoisier
  • Bosch
  • Mary Kay
  • PEEPS
  • Owens Corning
  • Fiat Chrysler Automobiles
  • Longines
  • Chunky
  • Casio
  • Pillsbury
  • Disney Parks & Resorts
  • IRONMAN
  • BMW
  • VTech
  • Harlem Globetrotters
  • Pennzoil
  • Mini Oreo
  • Chiquita
  • Shell Rotella
  • Allergan
  • Babies"R"Us
  • MLB Players Association
  • AOL Engadget
  • Humana
  • Pfizer Legal Alliance
  • Novartis
  • Banfield Pet Hospital
  • Bayer Animal Health
  • Arby's Foundation
  • Murad
  • Outrigger Resorts
  • ChapStick
  • Yahoo Sports
  • NFL Players Association
  • VF Corporation
  • Cheerios
  • Quaker State
  • The Container Store
  • IMAX
  • USA TODAY Sports Media Group
  • Reef
  • Goodyear Tire & Rubber Company
  • Newman's Own Foundation
  • USTA
  • Cartoon Network
  • WebMD
  • Perdue
  • United States Golf Association
  • Harley-Davidson
  • Pup-Peroni
  • Accuweather
  • Candy Land
  • BASF
  • Eggland's Best
  • South African Tourism
  • Preparation H
  • Cardinal Health
  • National Canine Research Council
  • Crayola
  • BD
  • Daytona International Speedway
  • Red Robin Gourmet Burgers & Brews
  • Stryker
  • NUK
  • Lane Bryant
  • Pacira
  • National Confectioners Association
  • Penn Medicine
  • The University of Virginia Darden School of Business