The James Group

Branding Agency/ Full-service Advertising Agency

News And Events

The James Group Attends the 50th Rolex 24 Race in Daytona Beach, Florida

Sunday, January 29th, 2012


The weekend of January 28th and 29th, members of The James Group congregated at Daytona International Speedway for the 50th anniversary of the Rolex 24, in Daytona Beach, FL.

The James Group ( a NYC marketing agency), launched Grand-Am’s brand repositioning in 2010 as the road racing experience where fans are more than spectators. The James group saw how, before races, Grand Am fans mingle along pit row with drivers, crew chiefs and mechanics, and wanted to bring that visceral connection to life for the brand.

“What we saw at Grand Am events was that the fans are as important to Grand Am races as the cars are,” says Bryan Jenkins, Creative Director of The James Group, “Fans have more opportunity here to interact with the drivers than in any other racing series.”

The tagline The James Group created, “Giving Racing Back to the Fans,” highlights that energy created by the personal interaction between Grand Am fans and drivers and crews. Grand Am fans are passionate about the competition and the driving. During the race, kids hang on the fence and cheer their favorite teams, charged by adrenaline as engines roar and car speeds approach 200mph.

“You can’t feel this watching races television,” Jenkins says.

Unlike the traditional NASCAR race, a variety of sports cars participate in Grand Am racing, including Ferraris, Audis, Camaros, Vipers and Porsches. A 24-hour event is a true endurance race. Drivers muscle through a track comprised of S-turns, high banks, and long straight-aways. At a 24-hour event like Daytona, cars run over 750 laps.

The James Group campaign is translating the excitement of thrilled Grand Am racing fans to people who soon will be, giving racing back to the fans, and bringing the fans back to Grand Am racing.

This entry was posted on Tuesday, February 28th, 2012 at 4:01 pm and is filed under Press Releases. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.