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NASCAR Hall of Fame launches new marketing campaign to draw in more visitors

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CHARLOTTE -- Declining attendance numbers have the NASCAR Hall of Game taking a fresh look at branding.

They unveiled a new slogan and new marketing campaign earlier this year in hopes of drawing larger crowds, but a recent article in the Wall Street Journal said NASCAR isn't the only hall of fame suffering.

It's no secret the NASCAR Hall of Fame has had trouble with attendance numbers, showing a steady decline since it opened in 2010, but a recent article by the Wall Street Journal says other halls of fame are in the same boat.

"All of the other halls are established,” said CRVA CEO, Tom Murray. “To match us, in our third year, against well established halls puts us in a different category."

Murray says he's aware of what's happening with other halls and he's not that surprised. He says the recession probably played a factor with Charlotte, but the hall of fame is still trying a new marketing campaign.

"Before we didn't do a lot of marketing locally because we were trying to get visitors to come in,” Murray added. “We see an opportunity to use our community to help sell the hall of fame."

Eric Freedman, the dean of the Knight School of Communication at Queens University of Charlotte says re-branding is a good strategy if it's done with enough research and audience analysis.

"No re-branding of a hall of fame is going to counter any other trend that is happening in motor sports in general, in NASCAR in general,” Freedman said. “So they have to acknowledge there are certain limits on re-branding something that is, might be in it's own state of crisis at the moment."

Murray says they did their research and are hoping to rely more on the community to boost attendance. The CRVA is still trying to see if the new marketing is working, but say they are ahead of budget from last year and starting to see progress.

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