2017 Rolex 24 at DAYTONA

February 13, 2017

In 2016, Campbell Marketing and Communications, the agency of record for American car manufacturer, Ford, invited JHE to assist with an experiential program at the Rolex 24 at DAYTONA.

After a successful relationship at that event and several others that year, JHE again collaborated with Campbell on Ford’s consumer experience at the 24-hour race on Jan. 28 and 29, 2017.

The Ford display sported a three-car garage constructed with a 64-by-12 truss grid and featured a 65-feet-tall tower topped with a round Ford Performance sign that was eight feet in diameter.  

Guests of the annual event at Daytona International Speedway perused the multitude of production vehicles on display including a Ford Explorer and F150 King Ranch. But, it was the Ford Performance line that captured the hearts of all such as the Mustang GT350R, F150 Raptor, Focus RS, Fiesta ST and of course the street-legal version of the Ford GT.  

The Ford Performance display at IMSA races is one of few places, outside of SEMA, car shows, etc., that the public can get an up-close look at the Ford GT as well as the line of Ford Performance vehicles.

In a 100-by-100 footprint designed and built by JHE, guests enjoyed a “Ford Owners Lounge,” complete with leather couches, arm chairs, pub tables and two 60-inch televisions. Here, Ford owners could get out of the elements, watch TV, get a snack and a bottle of water, charge their phone and make new friends with other Ford owners and race fans. 

There also was a product specialist within the display to answer consumer questions about the vehicles on display or Ford Performance questions

Due to the length of the Rolex 24 at Daytona, JHE integrated a comprehensive LED lighting package into the display.  Every car was lit up bright to allow race fans to view their favorite Ford Performance vehicles when they took a break from watching the race. The lighting package enabled the display to stay open longer and thus allowed Ford to reach and interact with more customers than would be possible without the lighting enhancements. 

 

**Photo Credit: Paul Nolasco

Tags:
Rolex 24, Campbell Marketing, Ford, Ford Performance, experiential, display, consumer, Daytona
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