INSIDE A FORMULA 1 GRAND PRIX
Always Group was selected by the Organisation of Grand Prix of Europe in Valencia to be part of Valencia’s Street Circuit team, in order to commercialize and manage all commercial and marketing rights of the event in 2012.
When we were facing this really important challenge for us, we asked ourselves these questions:
Can we make more profitable a consolidated project? How can we do this? How much profitable can we make it?
These were really tough questions to answer as this type of events are very thoroughly studied and have defined business plans: merchandising, facilities, advertising, tickets… But in Always, we conceived these barriers as an opportunity.
Always strategic goal was very clear, ambitious and complex: we had to change the decrease in spectators and benefits. In order to do this, Always Group designed a strategy based on maximising the commercial actions in order to attract spectators to 2012’s Grand Prix, we wanted to see the Grandstand full again, and recover the views of the Circuit’s first years.
In numbers, more than 95% of the total seats were sold, consisting of nearly 70.000 seats in the whole weekend. 2012’s Grand Prix of Europe sold 25% more tickets than the previous year, returning to the spectacular views of a Street Circuit full of people and spectators.
- Always Area: Always Sports
- Category: Exclusive Marketing & Business Consulting
- Client: Valencia Street Circuit
- Date: June 2012
