Client: Autosport International
Brief: To develop a strategy to target key motorsport events whilst maintaining the thrust of existing marketing activity to their core target of motorsport enthusiasts.
Response Summary: Total Media North created and implemented an integrated media strategy for Autosport International, utilising a range of media including TV, Radio, Press and Outdoor.
- TV – this was used for the first time, with ads running from December 26th – January 14th across the Sky network
- Radio –Total Media developed a Breakfast Show promotion and co-promotional activity with Kerrang Radio in the West Midlands, which included campaigns where men ran around in their underpants to get tickets, and a man getting a ‘Brazilian’ done live on radio in tribute to the Brazilian Grand Prix
- Press – Specialised motorsport press, such as the programmes for the Wales Rally GB and BTCC Round at Silverstone were used as well as local & regional press
- Outdoor – a 48 Sheet outdoor campaign was used to support the other activity
Results: Based upon success of the campaign, Autosport International decided to increase this years TV budget by more than double, as well as increasing its promotional activity and association with Kerrang radio.
|
