Cabo Wabo Tequila x NASCAR Experiential Tour
Art Direction – Experiential Marketing2023
Our client, Cabo Wabo Tequila, is the first tequila sponsor of NASCAR. We were tasked with developing a ‘thick-cut’ and badass activation footprint to show up at NASCAR’s most famous racetracks. Our team created the Cabo Wabo Garage, a fully decked out 30x30 space with a custom bar, photo op, and water refill station. As junior art director on the team, I took part in brainstorming and ideation, material selection, and bar and photo op comps. I also lead the development of the signage creative alongside our copywriter. At Talladega and Daytona racetracks, I designed custom wraps and creative for three satellite bars. In just 11 activation days (and a few more still to go in 2023), Cabo has gained over one million on-site impressions, over 27 million media impressions, and sold nearly 4000 cocktails.
The bar and backbar (below) were designed to look like it came straight from a car-fanatic’s garage. The tire-rack bar feature authentic racing tires with a painted Cabo agave emblem. A brushed stainless steel bar top wraps around the side to the backbar, where a branded pegboard holds shelving and tool display.
As an alcoholic beverage brand at a driving-focused event, it was important to us and our client to include strong responsible drinking messaging and programing. The front left wall of our space is home to our Refuel Station (below). A fridge with empty Cabo x NASCAR branded stainless steel water bottles sits next to a custom water spicket built into a mechanic tool cabinent. Signage encourages guests to have a plan and ‘make the pit stop’ by hydrating on race day and drinking responsibly.
2023 Experiential tour designed and managed by 160over90
Creative Director: Matt Tornetto
Art Director: Bridget Halliday (myself), Katie Copeland
Copywriters: John Berube, Madeline Houston
Production Managers: Mandy Heumann, Jill Stelzer
Production Artists: Amy Luna, Keith Miller
Strategist: Chryssi Yip
Account Executives: Maureen Chave, Lia Poin
Project Managers: Nicole Hagemann, Katie Hogan