Reach outside the travel category
Your competitors are all buying the same placements. This is not one of them.
Brands we have worked with in and around this space
Show floors we work
For tourism boards and destination brands
A destination competes with every other destination for the same attention, in the same channels, at the same time of year. Motorsport is not one of those channels, which is exactly why it works.
A national tourism board put its name on a Formula Drift car and reached an audience of young, high-disposable-income travellers who were not being reached by conventional destination advertising. The connection was not tourism and racing. It was a driver who dives, an island known for diving, and a season built around the two.
Destination marketing has a natural fit with motorsport that almost nobody uses. Race weekends are travel events. Fans plan trips around them, book flights and hotels, and take the whole family. The audience is already in a travel mindset when they see you.
Why it works
Your competitors are all buying the same placements. This is not one of them.
A destination attached to a real narrative gets talked about. A banner ad does not.
We work IMEX and the wider events circuit alongside the paddock.
Brands we have worked with in and around this space
Show floors we work
How this usually starts
We start by asking what the destination is actually trying to shift. Visitor numbers from a particular market, awareness in a demographic that has aged out of your current advertising, or a reason for travel media to write about you again. From there we work backwards to which of our clients has that audience, and whether there is a genuine reason for the two to be connected. If there is not, we say so.
Tell us who you are trying to reach and we will tell you honestly whether this is the right move.
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