To maximize the visibility of the AAA brand as the title sponsor for the annual NASCAR AAA 500 at the Auto Club Speedway in Fontana, CA.

VMP to develop a comprehensive event strategy to brand AAA as the title sponsor and be noticed throughout the event venue.

Event requirements included attracting attendees to the 6000 sq. ft. booth in the Fan Zone, creating a space for a NASCAR simulator interactive console, highlighting a Sea World partnership area, and creating a customer interaction area for conducting business -- area for staff to provide quotes, sign up new customers, and to encourage participation in the sweepstakes promotion.

Other client requirements included the need for 'shaded' attendee areas, directional signage that could be seen from the entire venue and the ability to repurpose assets for future events.

VMP created a high impact event marketing program that exceeded event traffic goals and, more importantly, new customer conversion rates. The highly visible 'mini' booths (positioned at track entrances) were instrumental in driving additional traffic to the Fan Zone. The modular 'mix and match' event components will be repurposed for future events.