Richmond Raceway Unveils “This is Richmond” Digital Marketing Campaign
Richmond Raceway unveils a new digital video series entitled “This is Richmond” highlighting RVA culture and how motorsports thrives throughout the region. The content is produced in partnership with Richmond’s creative agency, Looking 4 Larry (L4L). The videos will be shared online every Wednesday leading up to the Toyota Spring Race Weekend at Richmond “under the lights” on April 20-21. The first “This is Richmond” video will be distributed locally on ABC affiliate WRIC-TV8 during the “Big Game Tailgate Show” tonight at 8 p.m.
“The Capital City has a strong culture and history in motorsports,” said Richmond Track President Dennis Bickmeier. “Beyond being home to incredible local businesses, Richmond’s ties to NASCAR are stitched into the fabric of the city. We hope the ‘This is Richmond’ campaign engage fans to attend a race at America’s Premier Short Track as well as explore our beloved city while visiting us.”
“This is Richmond” will visit some of the familiar places that make up the Richmond area. Fans will be able to get inside information from places like The National, High Point Barber Shop, Amy Black Tattoos, Hardywood Brewery, RVA Beard League, Fancy Biscuit, and Shyndigz. Each video will showcase why these places are uniquely Richmond, and how it ties back to NASCAR racing at the track.
“Since our first race in 1946, racing has been a big part of the culture in Richmond and around the Commonwealth,” said Mike Waddell, Vice President of Marketing & Communication. “The ‘This is Richmond’ digital series will tell the stories of our city, its people, businesses, and the overall RVA vibe. Fans will see a deep connection between Richmond and NASCAR through the stories we will share, and hopefully choose to spend a few days in the region when traveling to Richmond Raceway.”
Looking 4 Larry co-founder and sports entertainment advocate Paul Heyman will share the video series and exclusive content on his digital platforms. L4L is a fully integrated branding, digital marketing and production agency offering decades of experience producing groundbreaking campaigns for the biggest brands and the most prolific acts in music, sports, gaming, resorts, entertainment and pop culture. Along with Heyman, the agency is led by Mitchell Stuart, who jointly challenge the marketplace status quo.
“Richmond has evolved into the Southern Capital of Cool, mixing a rich history with a progressive present of outstanding culture, commerce, education and entertainment,” said L4L co-founder Mitchell Stuart. “Richmond Raceway and L4L is pleased to offer people from around the world the opportunity to discover this thriving community, which boasts the unique ability to be deeply rooted in tradition while demonstrating a clear path to the future. We look
forward to helping everyone across the world understand why so many people are proud to declare ‘This is Richmond.’”
The “This is Richmond” series is hosted by Nicole Natchus, a Virginia native who is passionate about NASCAR racing at her hometrack in Richmond. Natchus will be the fan’s voice on the inside of the track, talking to drivers and delivering exclusive, behind-the-scenes content. Natchus’s official title of Racing Nicole 46, which represents the track’s roots with the ‘46’ dating back to the track being established in 1946. Fans can connect with Natchus on social media by following @RacingNicole46 on Twitter and Facebook. The first video in the “This is Richmond” series was on Natchus. It can be viewed on YouTube.
New episodes of the video series will launch weekly on the track’s YouTube channel and shared on the Richmond’s official Facebook and Twitter pages. The “This is Richmond” video that will debut today is entitled, “The National and NASCAR, a Soundtrack of RVA.” It is now available on Richmond’s YouTube channel. There is also a “This is Richmond” playlist that will catalog the videos weekly on YouTube.
Richmond Raceway 2018 NASCAR Season
The Toyota Spring Race Weekend at Richmond Raceway returns “under the lights” in 2018, and a week earlier in the NASCAR schedule on April 20-21, 2018. The action starts with the ToyotaCare 250 NASCAR Xfinity Series Dash4Cash race on Friday, April 20 at 7:00 p.m. Kids 12 and younger are free in all seating areas for NASCAR Xfinity Series races. Richmond’s spring weekend continues with the fan-friendly Track Takeover driven by AAA, followed by NASCAR’s best in the TOYOTA OWNERS 400 Monster Energy NASCAR Cup Series race starting at dusk and ending “under the lights” at 6:30 p.m. on Saturday, April 21.
Richmond’s Fall Race Weekend, presented by Who’s Your Driver, will make history with the grand opening of the Richmond Raceway Reimagined modernized infield along with hosting its first Monster Energy NASCAR Cup Series and NASCAR Xfinity Series Playoff race weekend on September 21-22, 2018. The action begins on Friday, September 21 at 7:30 p.m. with the first race of the NASCAR Xfinity Series Playoffs as well as Dale Earnhardt Jr.’s return to compete. On Saturday, September 22, Richmond hosts the only Monster Energy Series playoff race “under the lights” with the Federated Auto Parts 400 at 7:30 p.m.
Richmond Raceway Reimagined will feature a variety of enhanced fan experiences and amenities, allowing race fans to get closer than ever to NASCAR’s best with new Monster Energy Series garages and a fan viewing walkway providing full immersion into the sport. Additional new attractions include multiple entertainment and social engagement areas, an expanded variety of concessions, and an all-new Gatorade Victory Lane, which will provide fans the opportunity to be a part of the post-race celebrations, along with activities before the race, with driver appearances, and other interactive programming. An 80-person club experience with roof access will overlook Gatorade Victory Lane, which will be flanked by two new garage suites with a view into the Monster Energy NASCAR Cup Series garages.
Fans can purchase tickets to be in the new infield and become a part of history by visiting the Richmond Ticket Office, calling 866-455-7223, or going to richmondraceway.com. To learn more about Richmond Raceway Reimagined, visit richmondracewayreimagined.com.
Regular season tickets for the Toyota Spring Race Weekend and Fall Playoff Race Weekend, presented by Who’s Your Driver, are available for purchase in-person at the Richmond Ticket Office, via phone at 866-455-7223, or online at richmondraceway.com.
Fans interested in attending both NASCAR weekends at Richmond can upgrade to become a RICHMOND NATION Season Ticket Holder. 2018 membership benefits include invitations to members-only monthly events, a season parking pass, membership card, and the best ticket values for racing at Richmond Raceway. For more information, visit richmondraceway.com/richmondnation.
For a complete listing of events at the Richmond Raceway Complex, go to richmondracewaycomplex.com. Stay connected to Richmond Raceway on Facebook, Instagram, Twitter, Snapchat and YouTube, and by downloading the Richmond Raceway mobile app for Apple or Android.
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3-Time Cup Champion & Co-Owner of Stewart-Haas Racing