The turnaround had to begin with a re-imagining of the positioning strategy. Instead of marketing separate events, we decided to present the entire month as one very special event. In Indy, May is a thing. We feel it. We see it. The weather warms up. The checkered flags come out. The world leans in. There’s a parade. A mini marathon. Porch parties and picnics. People throughout the community get excited about May, whether or not they ever step foot inside the track.
We leveraged this excitement for May to position the entire month as a month-long celebration of speed, tradition, excitement and community. From 5/1 to the 500, This Is May.
From the Super Bowl commercial kicking off the campaign in February to out-of-home, print and digital, the city was canvassed in “This Is May” right up to race day. Outdoor, social, and digital media reminded people what makes May so special. Visuals were emotional and dreamy. Like cherished memories, the creative reignited the love of the city and its crown jewel, the Indianapolis Motor Speedway.