Worldwide Express 250 at Richmond Raceway

About The WWEX 250 NASCAR Entitlement at Richmond Raceway

As a non-asset logistics company, Worldwide Express and its family of brands relies on the trucks, trailers and similar assets of many of the nation’s leading freight carriers, some of which are based in Richmond, VA. This, along with a personal city connection for some of WWEX’s executive leaders, made Richmond a perfect fit for a race entitlement.

Having never participated in display opportunities (tradeshows, etc.), WWEX did not have an inventory of available signage, giveaways or other assets necessary for a fan engagement area. With the help of an agency partner in year one, we created a 20×20’ midway display featuring an interactive tire change, driver and crew appearances, display vehicles and a custom prize wheel.

To honor carrier partners, we designated their executives for honorary race roles (Grand Marshall, Starter, Pace Car Riders), designed custom paint schemes, hosted an arrival social mixer followed by small dinners with WWEX-sponsored NASCAR drivers and including a pre-race hosted brunch and luxury group transportation. I scripted and with the help of an agency partner produced two 30-second video spots, displayed throughout the weekend at track.

To further brand our Richmond experience, I redesigned a Tower Suite to feature unique art installations, custom wall graphics, new furniture and electronics, and remodeled floors, walls and ceilings. Guests were treated to custom goody bags, which included engraved coasters, local Richmond beers, Yeti bottles and t-shirts.

As a way to give back to the Richmond community, we hosted a toy and donation drive benefiting VCU Children’s Hospital of Richmond and UMFS, soliciting participation from fans ahead of the race with social media giveaways and promotions. More than 2,000 wish-list items were distributed between the two organizations.

In our second year, the display space grew to 40 x 40’, again featuring a prize wheel and display vehicles while adding a photo booth and interactive games. We took WWEX Racing beyond the fan zone into the campgrounds, hosting surprise-and-delight opportunities with deliveries of dog toys and branded race swag.

Deepening our impact on VCU Children’s and UMFS, we hosted Track Laps for Charity prior to race weekend, where donations were made for more than 150 individuals to take their turn driving their own vehicles around the track. Between our Supercharging Communities corporate donation and other programming in year two, more than $27,000 was distributed between the two beneficiary groups.