Project Description

The Challenge

Launch a modern and very specific brand identity into an already established mainstream NASCAR market that historically has remained the same, all without compromising Monster Energy’s core brand principles.

The Solution

Merge traditional hospitality program principles and new school promotion tactics, add a little shock and awe to the normal hospitality experience, incorporate cross-sport athletes, celebrity appearances, concerts, and bring a party atmosphere to the track, all while respecting the roots of NASCAR at all 36 races.

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