It might be one of the most prestigious names in global sport, and one of the biggest events of the British sporting calendar, but Silverstone was struggling to increase ticket sales. It was perceived as too expensive, not family-friendly and with little appeal to fans outside motor racing. Silverstone asked bbd to draft a 12-month marketing plan that could increase sales revenue, inspire the in-house marketing team, and establish new audience opportunities.
bbd segmented audiences to appeal not just to motor racing fans, but also festival fans, campers and other lookalike audiences. We then ran a lead generation campaign on Facebook, Instagram and Twitter, as well as driving awareness at a live event in London’s Trafalgar Square.
The campaign generated a 40% increase in reach, 87% increase in impressions and 67% increase in clicks