Texas Motor Speedway Creates Town Of No Limits, Texas For New Marketing Campaign

NO LIMITS, Texas (August 11, 2014) - The Old West of the 1870s emboldened brazen towns such as Dodge City, Kan., Tombstone, Ariz., and Deadwood, S.D., that were teeming with fearless outlaws, curious thrill seekers, high-stakes gamblers, settlers of merging cultures and endless hours of unrivaled revelry.
 
Texas had its share as well from Fort Collins to "Hell's Half Acre" in Fort Worth and nearly 150 years later a raucous town with similar characteristics has surfaced in the Lone Star State. The unincorporated town was built on 1,500 acres in north Fort Worth and prides itself on its speed limitless mile-and-a-half Main Street more commonly known as Texas Motor Speedway.
 
Welcome to No Limits, Texas - home to a hundred-plus full-time residents and hundreds of thousands of visitors annually making the pilgrimage to the fastest town in the West that was built to roar.
 
While the U.S. Census Bureau may not recognize No Limits, Texas, as a new city, town or village, all those who enter inside its city limits will be well aware they have arrived at the site of some of the wildest showdowns in the "wicked-fast" West.
                    
Beginning today, Texas Motor Speedway and its vast acreage will transition into No Limits,

Texas - a real place as well as a state-of-mind, with, of course, a Texas-sized attitude.

No Limits, Texas, manifested itself as Texas Motor Speedway unveiled the third generation of its edgy "No Limits" marketing campaign that debuted in 2011. "No Limits" enjoyed a two-year run before the speedway adopted the second-generation "No Limits" Wild Asphalt Circus theme in 2013 as well as this year.
 
"The 'No Limits' campaign has been extremely successful since it was developed and the latest theme actually dates back to the 1990s when (Speedway Motorsports, Inc. Chairman and CEO) Bruton Smith had an outlaw vision to go West and build a speedway," Texas Motor Speedway President Eddie Gossage said. "You got to realize at that time there was only one speedway - Phoenix - west of the Mississippi that ran the NASCAR Sprint Cup Series. Ever since Texas Motor Speedway's debut in 1997, we created our own legends and developed our own traditions like the guns and cowboy hats in Victory Lane. We always strive to be unique and creative trendsetters in the industry and creating the imagery of our own town with an attitude is just another example."
 
No Limits, Texas, will encompass more than just signage at Texas Motor Speedway as the campaign will touch various assets including a new speedway website, merchandise and television and radio advertising spots, among others.
 
The highlights include:

The debut of the newly designed www.texasmotorspeedway.com website, which is more dynamic, visually driven and more responsive than reactive in nature than the speedway's previous site. The primary website also will include the microsite www.NoLimitsTexas.com to provide visitors with an overview of the city that covets raw horsepower.

A new logo for No Limits, Texas, that showcases pistons and the Speedway Motorsports, Inc. globe that will be incorporated into a new line of merchandise produced by Speedway Motorsports, Inc. Properties.

National and local television and radio spots having a distinctive feel that relates directly to the No Limits, Texas theme. NASCAR Sprint Cup driver Matt Kenseth is featured in a TV spot getting a "No Limits, Texas" logo tattooed on his arm by Gossage while Ricky Stenhouse Jr. is polishing cattle horns adorning the front of his stock car. Verizon IndyCar Series driver and native Brazilian Helio Castroneves gets a classroom lesson in learning how to say "Y'all" Texas style. The radio spots feature a voice-over with an Old West cowboy feel that discusses the merits of No Limits, Texas.

Direct mail pieces to consumers that will include an Old West-style deck of cards featuring NASCAR and INDYCAR stars as well as poker chips featuring the speedway's primary race sponsors AAA Texas, Duck Commander, Firestone, O'Reilly Auto Parts and WinStar World Casino & Resort and qualifying sponsors The Dallas Morning News SportsDay and NTT DATA. The set will be accompanied by gambling themes such as "It's Time To Hold 'Em," "Play Your Cards Right," and "Get In On The Biggest Game In Texas" for season ticketholders and other key stakeholders. 

No Limits, Texas signage throughout the facility including the track's SAFER barrier walls, South Tunnel entrance, garages, media center, Victory Lane, property entrance signage, start/finish asphalt slab and "You Are Here" directories, among other areas.

TMS' social media began teasing the new marketing theme on Aug. 1 with a 10-part series called "All Roads Led Here", which featured one of the speedway's historical moments each day. A social media contest begins today where fans can post a favorite picture of their hometown on TMS' Facebook, Twitter or Instagram accounts. The speedway will post the top 20 images and let the fans vote for their favorites, which will be made into a special edition T-shirt and given to the winners. No Limits, Texas, also will have its own hashtag - #NLTX. (Click here for a complete list of rules.)

The No Limits, Texas roll-out is in conjunction with individual tickets and packages for the AAA Texas 500 NASCAR tripleheader weekend from Oct. 30-Nov. 2 going on sale to the public on Friday. Frontstretch tickets begin as low as $30 and more information on AAA Texas 500 tickets is available by calling the Texas Motor Speedway ticket office at (817) 215-8500 or by visiting www.texasmotorspeedway.com.

For more information, contact TMS Media Relations at (817) 215-8520 or pr@texasmotorspeedway.com.