Formula E, a progressive and exhilarating racing franchise, had built a strong audience base in its first three seasons. However, the franchise wanted to expand its reach and attract more people from different markets around the world. The challenge was to develop a marketing strategy that would not only appeal to the traditional, older motorsport fan but also tap into the interest groups of different audiences. The goal was to position Formula E as a unique and exciting motorsport that does things differently from other franchises. The strategy also needed to shift from focusing solely on race days to building excitement before and after the race.
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