Richmond Raceway Unveils “This is Richmond” Digital Marketing Campaign

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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.

To stay updated on “This is Richmond” go to richmondraceway.com and follow our social channels on Facebook, Instagram, Twitter, Snapchat and YouTube.

Richmond Raceway PR

Speedway Digest Staff
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