DAYTONA BEACH, FL: Daytona International Speedway has selected Coyne PR as its agency partner to handle communications for its Daytona Rising redevelopment project.
The speedway hired Coyne after an RFP that involved four agencies, said Lenny Santiago, senior director of PR for Daytona International Speedway. He declined to name the other firms that participated in the review.
Santiago said Coyne rose to the top because the firm was “100% engaged from the very beginning” of the pitch process and showed a lot of creativity. Daytona is not working with another PR agency.
Daytona is renovating the entire front stretch of the speedway for the Rising redevelopment project, which started on July 5, while continuing to host major events such as the Daytona 500 and the Coke Zero 400.
“We recognize that this project is going to be massive in terms of its scale, and we realized the need to bring on additional resources to help manage that process,” explained Santiago.
He said the contract with Coyne is set on a yearly basis with renewal options. Budget information was not disclosed for the account.
In addition to engaging Daytona's core fan base and motorsports media, Santiago said the redevelopment project gives the organization an opportunity to break through into the mainstream. Coyne is planning to reach out to travel, entertainment, business, financial, and technology outlets across the country.
The firm will also assist with social media, added Santiago.
“[Coyne] will be working closely with our internal analysts who oversee our social media channels and provide strategy, counsel, logistical support, measurement, feedback, and analysis,” he said.