Since 2012, Austin, Texas has played host to one of the most glamorous sports in the world. In 2012, The Circuit of the Americas brought Formula One to the United States. The event is a show of high society and excess. Fashionable jet setters follow the series for luxurious weekends in the most cosmopolitan cities in the world. Tickets cost anywhere from $300 to over $130,000, attracting some of the most discriminating guests to revel in the parties, the fashion shows and the races.
Circuit of the Americas marketers are faced with the challenge of introducing and engaging a market with little exposure to luxury racing. In order to effectively promote the event and generate revenue, it was important for organizers to generate interest in this new sport and drive ticket sales. To reach their goals, the Circuit had to first understand who was interested in Formula One, what those people were talking about, and how to engage them with tailored messaging that would resonate and drive ticket sales.
The Circuit began with a rebrand. Formula One weekend is a citywide party for guests and fans, and CoTA had to differentiate itself from other tracks by providing a uniquely Texas experience to international visitors. In order to do so, the track was rebranded with the controversial “How the West Was Formula 1” campaign. Created by Circuit of the America’s internal marketing team, the campaign plays on the rich history of the host state and provides visitors with an arguably more authentic experience.
In order to understand the decision People Pattern took a look at the Formula One audience to get an idea of the individuals behind the brand to make a more informed assessment of CoTA’s campaign.
Based on the data, the Formula One audience is largely made up of Luxury Collectors. The the F1 case, these men appreciate high value labels that are prestigious and exclusive. He exists in a world where status matters. There is great value in difficulty of procurement for this consumer
The Luxury Collector feels entitled to enjoy tailored experiences and the best of everything. In order to cater to his demands, marketers must understand his interests, and the way in which he discusses topics that matter to him.
In topics of online conversation, the Luxury Collector has a unique way of discussing international travel, sports and parties. Luxury travel to the most extravagant cities is common in the top topic. Fans use words indicative of an exclusive class of people who have the ability to travel on a whim, and to experience cities in whatever manner he desires.
The second most common topic–Sports–includes a mixture of English and Spanish, reflecting perhaps an affluent and multicultural segment of high class fans. Partying for these people is a social affair where sophisticates can indulge.
A deep understanding into the “Who” behind a brand audience is key to effective campaigns. Brands use People Pattern to drill into the nuances of their wider audiences in order to provide data to support bold campaigns like CoTA’s, “How the West Was Formula 1”.
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