Phoenix Media Placement Takeover
Marketing Strategy | Media Planning & Buying | Social Media | Campaign Creative Development
With Cup Series Championship Grandstand tickets down 4% compared to the same time in 2023, Phoenix Raceway approached Commit Agency to boost all Championship Weekend ticket sales through an official Championship Race campaign – with the goal of achieving a sell-out announcement by September 12th, 2024.
Leveraging digital platforms and radio stations that have proven to be popular amongst Phoenix Raceway fans, Commit began by creating a comprehensive campaign that would increase event exposure and ticket sales. This strategy magnified awareness and conversions for tickets through digital media, as well as enhanced event awareness and presence in the Valley through experiential activations like the Race Day countdown clock at Sky Harbor International Airport. We then amplified exposure of pre-Championship race events and interactive fan experiences. This strategic engagement plan also propelled ticket sales using comprehensive awareness and engagement strategies through public relations efforts to reach multicultural and core target audiences via community events.
By leading with a solid strategy, Phoenix Raceway achieved an 8.9% increase in sales YoY and decreased ad spend by 71% lower. Their return on ad spend increased by 265% with a 97% higher conversion rate. Total revenue soared to $255,440, which was 100% higher than the previous year. All KPIs showed significant year-over-year improvements with contributing factors including better ad placements, more effective creative executions, optimized bidding strategies and higher ticket prices.
