No of Grand Prix ‘City Slicker Challenge’ teams applied – 130 (target: 25)
City boy tantrums – 1
Launching an ‘eco’ motorsport venue to committed petrolheads
TeamSport is Europe’s no. 1 indoor go-kart operator and owner of multiple tracks around the UK.
Our brief was to create awareness and drive sales enquiries for the all-new, carbon neutral Tower Bridge circuit, appealing equally to environmentalists, petrolheads, City institutions, families and local communities.
With Perry McCarthy, the original Stig signed up for the launch, we pitted media against media to prove the electric karts’ high octane thrills that appeared at odds with its genuine environmental friendliness.
For ‘coolness’, ‘lads’ writers and record labels raced and filmed the track for their publications and websites. The launch was covered in The Telegraph, The Sun and City press, while The Observer Magazine wrote a full page on the track’s eco-credentials.
We also staged a digital City Slicker Grand Prix for uber-competitive bankers.
Believability™ – the challenge here was to convince die-hard petrolheads of the rip-roaring potential of electric karts, as well as ensure we appealed to eco-savvy journalists. So, we presented them both with an array of solid, relevant, proof-points, got both sides behind the wheel… and let the facts – and the track – do the talking!
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