Use the hook of the Bahrain Formula 1 Grand Prix to increase awareness of the destination for both sports and leisure tourism.
Action
- Launched annual consumer digital campaigns in 2017, 2018 and 2019. Each campaign had two separate call to action/targets lines; the first line used niche sports operators to target F1 enthusiasts with Bahrain grand Prix packages. The second used volume drivers to target a wider audience with leisure packages, using the well known event as the hook
- Launched joint marketing activity with key sports and leisure operators selling the race
- Hosted key trade partners at the event – resulting in new tour operators launching Bahrain
- Hosted key media at the event who produced coverage on both the F1 and Bahrain as a leisure destination
- Liaised with the production company who create Netflix’s hit show ‘Drive to Survive’ to increase coverage of Bahrain in show. Created an itinerary for them to shoot additional locations to showcase the attraction offering and shared b-roll footage for inclusion in the show
Results
- Circulation of 147 million as a result of 3 annual press trips to the F1 – with a value of over £2 million
- The UK was the second largest international market represented at the F1, behind Saudi Arabia
- 15 product directors and managers hosted 40 new tour operators featuring & selling Bahrain from 2016
- ‘Drive to Survive’ was the number 1 show on Netflix in 33 countries in 2022 with over 4 million viewers tuning in on the opening weekend of the series dropping
KPI's
- 120,000,000 Targeted Impressions
- 60% Increase Internet sales from UK
- 400% Increase Bahrain F1 Packages sold
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