Richmond International Raceway Unveils New Marketing Campaign “Chaos At Every Corner”

New Campaign Launches with Commercial During the Daytona 500

Chaos At Every Corner

The new campaign will showcase the adrenaline rush of racing at Richmond, the excitement of the fan experience, and why we are America’s Premier Short Track.



Richmond International Raceway (RIR) delivers the kind of racing that makes hearts beat faster and brings crowds to their feet. We salute the raw emotions, gutsy moves, and intense battles. We live for fearless and passionate drivers who border on the line of unpredictable. This is what short track racing is all about in Richmond.

As NASCAR moves into a new season, RIR is introducing a new marketing campaign “Chaos At Every Corner.” The new campaign will showcase the adrenaline rush of racing at Richmond, the excitement of the fan experience, and why we are America’s Premier Short Track. The new campaign was developed with the track’s creative and media buying agency of record, St. John & Partners (SJ&P).

“Our new marketing campaign ‘Chaos At Every Corner’ embraces all the feelings that racing at Richmond evokes,” said RIR President Dennis Bickmeier. “Richmond has been described as intense, unpredictable, and the benchmark for short track racing. Our new marketing campaign represents these emotions and the persona that is the Richmond International Raceway fan experience.”

The new campaign will debut with a regional commercial during the Daytona 500 with digital and traditional marketing efforts to follow lead by SJ&P as well as our digital media agency of record, PCG SportsDesk. A video teaser for the new marketing campaign will be released on RIR’s social channels on Thursday, February 23 before the Can-Am Duel at Daytona International Speedway.

“The goal of ‘Chaos At Every Corner’ is to showcase the intensity around racing at Richmond,” said Mike Waddell, Vice President Marketing & Communication. “The campaign will display Richmond’s tough, battle-hardened attitude and appearance along with our unparalleled experience stirring up our fans’ emotions and increasing their heart beat at the track.”

Creatively, fans will encounter more dramatic black and white photos in Richmond’s promotional materials. By using black and white photos, the focus is placed on the intense racing experience while adding a layer of grit and drama. In addition, the new campaign will include sharp angles and headlines to convey that Richmond and short track racing are all about “Chaos At Every Corner.”

“Chaos At Every Corner” will be in full swing when NASCAR returns to Richmond on April 28, 29, and 30 for the ToyotaCare 250 NASCAR XFINITY Series Dash4Cash race at 1 p.m. and TOYOTA OWNERS 400 Monster Energy NASCAR Cup Series race at 2 p.m. Kids 12 and younger are free in general admission seating areas for the ToyotaCare 250.

Richmond will once again be in the spotlight for the regular season finale and Fan Appreciation Weekend on September 8-9. The Federated Auto Parts 400 Monster Energy NASCAR Cup Series race on Saturday, September 9, and the Virginia529 College Savings 250 NASCAR XFINITY Series race on Friday, September 8 is presented by Who’s Your Driver.

Tickets are on sale now. Visit or call 866-455-7223 to purchase.


About Richmond International Raceway
Richmond International Raceway (RIR) is America’s Premier Short Track annually hosting two NASCAR race weekends, featuring the Monster Energy NASCAR Cup Series and NASCAR XFINITY Series, on a ¾-mile D-shaped oval. RIR is a regional leader for events including sports, live music and consumer trade shows. The Richmond Raceway Complex’s 1,000 plus acre multipurpose facility hosts more than 200 live events annually including concerts with top national recording artists at The Classic Amphitheater. To learn more, visit and

About St. John & Partners

St. John & Partners is one of the largest independent agencies headquartered in Florida, with offices in Jacksonville and Greenville, SC. As a full-service, award-winning agency, St. John & Partners’ client list includes the Ad Council, American Health Care Association, Daytona International Speedway, E3 Spark Plugs, Florida Department of Citrus, Florida Prepaid, JEA, Marriott, Southeastern Grocers (BI-LO, Harveys and Winn-Dixie), TracFone Wireless and Zaxby’s. St. John & Partners is a member of the MAGNET Global Network, comprised of 50 independent advertising agencies in North and South America, Europe, Asia and the Pacific Rim. For more information on St. John & Partners, visit


About PCG SportsDesk Media

Founded in 2007 with offices in Chicago and Dallas, PCG SportsDesk is a global sports and entertainment company with a focus on digital, innovative and revenue-focused strategies. The firm’s portfolio of client partners span the globe and include the Big Ten Network, Chicago Cubs, Cleveland Cavaliers, Cricket Australia, Feld Entertainment, Minor League Baseball, Richmond International Raceway and Topgolf. More information can be found at

Related Topics

Richmond Raceway, NASCAR

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Richmond Raceway
600 E Laburnum Ave
Richmond, VA 23222
(866)455-RACE (7223)

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