Thursday, April 4, 2013

Richmond International Raceway’s LOVEwork Unveiled

Richmond International Raceway and the Virginia Tourism Corporation teamed up to spread the love today at America’s Premier Short Track.  The two organizations unveiled RIR’s LOVEwork. The track was chosen as one of 16 new sites for a LOVEwork, which is a focal point of a social media campaign to share the message that love is at the heart of every Virginia vacation. LOVEwork sculptures are found across the state, featured on as part of the Virginia is for Lovers tourism marketing campaign.

Each letter is made of racing materials, emphasizing that Virginia is for NASCAR lovers:

·         "L" – made from Goodyear tires – the same ones seen weekly in the NASCAR Sprint Cup Series.
·         "O" – a custom-made aluminum shell, wrapped in checkered flag 3M Controltac adhesive, with a clear-over laminate, symbolizing the checkered flag that waves at the conclusion of a race.
·         "V" – made of G-Max racing helmets.
·         "E" – made of sheet metal that was once part of cars racing in NASCAR Sprint Cup Series and NASCAR Nationwide Series races in 2012.
·         The base for each letter is made from the metal used to construct the SAFER walls – interior retaining walls at Richmond International Raceway that absorb energy from the impact of cars hitting the wall.
"It’s really a unique piece of art," said RIR President Dennis Bickmeier. "I’m looking forward to all the great race fans who are coming in a couple weeks, as well as all the people who come and visit Richmond International Raceway throughout the year, coming by, taking a picture and sharing their picture with the world."

"RIR came up with a really cool plan for this LOVEwork," said Tamra Talmadge-Anderson, Director of Public Relations, Virginia Tourism Corporation. "It’s all about racing and to promote the love of racing here in Richmond and across Virginia. "It’s just a really great photo op that I know people are going to see it, they’re going to take their picture with it and share it with their social media networks across the world."

RIR staff oversaw the project from start to finish, brainstorming the concept, presenting the proposal and building the actual letters. The team solicited assistance from partners and vendors for the materials. RIR partner Weaver Media, which specializes in creating unique banner, event and experiential marketing opportunities for existing structures, built the O, while Marshall Distributing, Inc., a wholesale helmet distributor, supplied the G-Max helmets. NASCAR Sprint Cup and Nationwide Series teams donated race-used sheet metal for the project, allowing pieces from two Virginia drivers, Elliott Sadler and Jeff Burton to be prominently displayed on the front of the E. 

- Richmond International Raceway Release


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