When Birmingham’s Vulcan Park & Museum asked us to market its Alabama auto racing exhibit, o2 had to find an approach to attract both racing and non-racing fans.
Not everyone is interested in cars and auto races. But everyone is interested in the mindset of individuals who disregard their personal safety in pursuit of a sport they love.
Rather than spotlight the items from the actual exhibit, our campaign took a more personal approach. In ads, posters, invitations and social media posts, we shared the insanity of what these racing pioneers experienced in a humorous yet relatable way.
Visitors from across the state toured the exhibit in record numbers. Not only did the Museum extend the exhibit’s run, its attendance increased by more than 6,000 visitors.