Reimagining An American Icon
Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.
Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.
Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.
Impact: As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.