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For the Daytona 500, SportsONE increased an existing SunTrust Banks partnership to include sponsorship activation that was not previously being utilized. “The History of the Daytona 500” promotion included a co-branded trackside activation, sweepstakes, promotion, POP and media buys with Daytona International Speedway.

SunTrust Trackside Activation included:

• 40,000+ visited the display over four event days
• 55,000+ premium pieces distributed trackside over four days
• 2 Vintage Showcars
• Themed as a walkthrough timeline of each Daytona 500 event since the first in 1959
• A video in the display outlined “The History of the Daytona 500”

SunTrust Media Campaign included:

• Co–branding with Daytona International Speedway media to encourage Daytona 500 ticket sales
• Full and Half Page ads (47 total ads ran in 6 Florida markets)
• Ads ran during the four weeks leading up to the  Daytona 500

SunTrust In-Store POP included:

• Collateral distribution package sent to 270 Florida stores
• Collateral distribution package included:
• Promotion themed poster
• In store signage
• Directions and distribution procedure
• Sweepstakes Opportunity to win autographed version of the poster
• 15 sweepstakes winners at each store