The F1 French Grand Prix returned to Circuit Paul Ricard in Le Castellet June 21 to 24 2018. LaFourmi assisted the GIP with designing and implementing the communications and ticket promotion strategies for this event. The entire campaign was considered from a long-term point of view, with a lasting brand platform and permanent ROI features in terms of both reach and ticketing performances.
Rolled out in July 2017, the communications strategy was based on a powerful promise—“Feel the glam of speed”—and an entirely innovative brand territory.
Meanwhile, promotional operations were conceived to integrate the Grand Prix into its region long-term, making it an essential event both in 2018 and the coming years, in addition to ensuring its economic success.