In preparation for their highly anticipated MotoGP race, Circuit of the Americas (COTA) collaborated with Urbanity to create a strategic marketing campaign aimed at increasing event awareness and driving ticket sales. The ambitious goals included engaging local businesses for race promotion and ensuring seamless consumer access to ticket purchases.
Challenges:
1. Boost Event Awareness: Engage local businesses to advertise the MotoGP races.
2. Increase Sales: Provide consumers with easy access to the point of purchase.
Urbanity’s Strategic Approach:
Local Business Engagement: The team at Urbanity initiated a collaborative effort with local entertainment and hospitality businesses, transforming them into active participants in the MotoGP hype. A social media contest was launched, encouraging these businesses to promote the event on their platforms, amplifying the reach and creating a buzz within the community.
Achievement: Increased brand awareness by leveraging the influence of local businesses, turning them into enthusiastic promoters through a dynamic social media contest.
Street Team Deployment: To facilitate easy access to ticket purchases, Urbanity deployed a dynamic street team armed with iPads. These teams strategically positioned themselves at high-traffic areas, local hotspots, and in proximity to partner businesses. Equipped with the ability to process ticket sales on the spot, the street team provided a seamless and convenient purchasing experience for potential attendees.
Achievement: Increased sales by ensuring consumers had immediate access to the point of purchase through the mobile and agile street team approach.
Results:
As a result of Urbanity’s strategic initiatives, the MotoGP event at Circuit of the Americas not only gained heightened visibility within the local community but also witnessed a surge in ticket sales. The social media contest involving local businesses significantly contributed to increased brand awareness, while the street team’s on-the-ground efforts and mobile ticketing capabilities ensured a smooth path to purchase for potential attendees.
Impact on Ticket Sales: Urbanity played a pivotal role in driving ticket sales, contributing to the event’s tremendous success. The MotoGP race at Circuit of the Americas achieved a sell-out status, exceeding attendance expectations and solidifying the event’s status as a must-attend spectacle.
Urbanity’s innovative approach, combining local business engagement, social media contests, and a dynamic street team, not only met but surpassed the goals set by Circuit of the Americas. The collaboration stands as a testament to the effectiveness of a well-executed marketing strategy in not only increasing event awareness but also translating that awareness into tangible sales success.