High impact event advertising campaign to drive recall and ticket sales

Brief.

Autosport International and the Performance Car Show make up the world’s leading four wheel indoor extravaganza. The four day event takes place at the NEC Birmingham every year.  Following Autosport’s break away from Haymarket Publishing, a fresh and exciting advertising concept was required to take the show to new heights.  The design challenge was to create a campaign to appeal to enthusiasts, industry insiders and supercar owners as well as those simply looking for a fun day out.  The campaign idea needed to be impactful and yet flexible enough to work both on and offline, on 96 sheet posters as well as static banners.

Solution.

Our solution was to capture and communicate the excitement, breadth and depth of the world’s car show by showcasing the event’s flagship exhibitors, Ferrari and Mercedes. Pairing up F1 with a rally car over clear action-oriented signposting made for a bold and single-minded proposition.  Clarity in our messaging ensured we delivered impact, information, inspiration and interaction on every piece of communication.  Bold use of the brand’s red, black and red colour palette meant that (for once) if the ad was debadged, it could only be Autosport.  

Execution.

The single-minded proposition of ‘Europe’s most… motorport show’ with ever changing superlatives allowed us to keep the messaging fresh, and relevant to audiences and channels. 

Results.

Ticket sales forecast exceeded.

Incredible feedback from the event team and new owners.