Advertising Principles & Practices
Joette Rockow (inst.)
05.10.2006
Road America Grand Prix Campaign

Project Objectives:
Create an advertising campaign for a product or an event consisting of at least three items of your choice. 

Design Rationale:
The first stage in creating the campaign was to make a logo for the event in order to have something to base the design of the campaign on.  The logo incorporates both the Road America and Champ Car logos as well as a stylized depiction of a Champ Car in action on the Road America track.  Part of the character of the Road America facility is the rustic barns that remain on the property.  I wanted to use this distinguishing characteristic of the track within the logo itself.

The next piece was a billboard design, to be placed in different locations throughout Southeastern Wisconsin.  “It’s no mirage…Champ Car is back!” The event is coming off a one-year hiatus so this catchline was used in conjunction with the image of a car driving through a mirage.

A direct-mail brochure was the next item of the campaign.  Once again the catchline and imagery play off each other.  The line “not your usual Sunday drive thru the forest” was used with an image of a Champ Car taken through the trees.  On the inside of the brochure I included a brief amount of information on each of the races that will be occurring during the RAGP weekend and included photos that corresponded with each series.  A magazine advertisement that utilized the same catchline was also created.  I also completed a business card and letterhead design to make a more complete identity system for the event.