Campaign: A racing season at Donington Park
Client: Donington Park
Sector: Motor racing
Tactics: Design; online marketing; media; public relations

Donington Park – a major racing circuit located in the Midlands with an international reputation – asked McConnells to rebrand and relaunch the circuit for its new management team in preparation for the 2011 motor racing season, whose start was only weeks away.

Online Marketing
Objectives

• Develop a clear motorsport brand for Donington Park
• Increase awareness of the brand among the race-going public locally and nationally

Strategy and plan

Design
McConnells designed a new brand image for Donington Park that would appeal to regional motorsport fans.
Online marketing
McConnells redesigned the client’s website and implemented search engine marketing and optimisation. The agency also designed a series of email marketing campaigns with old data from Donington Park and new data captured from the website.
Media
On-the-page and radio advertising was produced and executed locally.
PR
For the re-launch, McConnells took charge of all aspects of Donington Park’s media relations including generating press coverage, media accreditation, and press office services. The agency also managed the racing season’s events, ensuring that the new branding was consistently reinforced.

Measurement and evaluation

The rebranding of Donington Park and its relaunch far exceeded client expectations. The website achieved 10,000 hits in the first week alone; a figure which was then regularly achieved on a daily-basis when e-shots with news of coming events and past successes were distributed to subscribers – who had all agreed signed-up following the launch. The PR campaign generated extensive positive press coverage both locally, regionally, nationally and internationally, driving ticket sales whilst also managing expectation regarding the facilities available. Every event exceeded ticket sales targets.

RESULTS: The client’s ticket sales targets were exceeded – both for individual events and the season as a whole.


Download the Donington Park case study