Even though the Indianapolis Motor Speedway Museum is an iconic and distinctive asset to the city and the state, many Indiana residents view it as “just for the hardcore fans.” So, as the Museum announced an $89 million capital campaign to fund a complete transformation of the space, they partnered with Borshoff to get the word out and set the record straight and sustain excitement about the Museum and its reimagined space for 18 months while it was completely closed for renovation.

Through the creation of a memorable capital campaign theme and artwork, the implementation of a national news conference and the development and execution of a comprehensive earned media campaign, Borshoff far exceeded the Museum’s goals and objectives. In fact, the campaign theme and artwork was so well received by the IMS Museum and its audiences that it became a rallying cry for the Museum – members and supporters alike.