The re-branding of the historic Route 66 Cruisin’ Reunion allowed us to shift the brand from the original creative to a more vibrant concept. The main goal was to establish awareness from its previous location in San Bernardino to Downtown Ontario California. With the use of car entries and the new branding, we targeted the demographics of die-hard car enthusiasts. The 3-day event was filled with activities and classic cars which were the key to drawing over 200,000 visitors. The brand was deployed in top car magazines, local newspapers, digital, radio, outdoor and social media.