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Indianapolis Motor Speedway Using Tagline “This Is May” To Promote '18 Indy 500

Indianapolis Motor Speedway is using the tagline “This is May” to promote this year’s Indy 500. The campaign is similar to last year’s "Greatest Spectacle in Racing" effort in that it will show off various parts of the raceday experience as well as the many events leading up to the race. Images include Takuma Sato unexpectedly winning last year’s race, a fan holding a U.S. flag over his head and the new car being used in the ’18 IndyCar season. Signage will be located throughout Indianapolis and the city’s airport, and a TV spot will debut during local coverage of Super Bowl LII. IMS President Doug Boles said, “One of the things we learned about those campaigns is to make them personal -- ‘This is May’ essentially does the same thing for us (as last year’s campaign) because there’s a handful of things that all of us believe are May. Then everyone that comes, each of them have their own thing that defines 'This is May.'" Boles said that IMS right now is up 1.5% in Indy 500 ticket sales.

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