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.