| • Increased attendance from 25—50%
at each race
• Sold out four races, most in League history
The Indy 500 is one of the world's most watched auto racing
events. Held annually on Memorial Weekend at the Indianapolis Motor
Speedway, it is the star of the Indy Racing League's Northern Light
Series.
Although most people are familiar with this prestigious race, it
became obvious to the Indy Racing League that many were not aware
of the other 12 races that make up the Series. Recognizing this
need for public awareness, the Indy Racing League employed Script
to Screen to produce an infomercial that would educate the general
public, entice newcomers, and boost attendance at the individual
races.
To demonstrate the excitement of this sport, the "Total Access" infomercial
was filmed at several race tracks, including the Indianapolis Motor
Speedway, and it features spectacular race photography shot
from both the sidelines and in-car cameras.
Interviews with many of the race drivers, including the current
champion, Buddy Lazier, and well-known race celebrities Al Unser,
Jr., and Eddie Cheever, Jr., illustrate the accessibility of the
drivers to the general public, something that is unique to Indy
racing.
The infomercial airs on regional sports cable and local network
affiliates approximately six weeks prior to each race. As a result
of the infomercial, overall race attendance has increased by over
25 percent, and so far this season has produced sold-out events
in several locations.
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