With NASCAR 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 by owning the entire Phoenix metropolitan market – 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 NASCAR 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 a 9% increase in sales YoY with both experiential and traditional media over-delivering. In the digital realm, ad spend decreased by 71% – but the return on investment INCREASED by 265% with a 97% higher conversion rate. Championship Weekend revenue was 100% higher than the previous year.
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