Almost two years after Daytona USA hired Orlando, Fla., shop Fry/Hammond/Barr to launch the motor sport attraction, the client has pulled the creative portion of the account in-house.
The client's Jeff Allen cited cost-effectiveness as the reason for parting with F/H/B. The shop had placed media and created print, radio and some 10 TV spots for both Daytona USA and its parent Daytona International Speedway in Daytona Beach, Fla. The budget was estimated at $1 million when F/H/B landed the account (Adweek, Oct. 9, 1995).
Media buying has been assigned to Florida Media in Orlando, said Allen, adding that he is currently talking to undisclosed firms about conducting customer research for both Daytona USA and the motor speedway......--Katy Eckmann
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