Toyota Grand Prix of Long Beach
The Long Beach Grand Prix is the single largest event in the city of Long Beach and attracts more than 200,000 attendees. We Design LA helped position the event and develop creative for mass appeal, both in terms of market and reach. Through our proprietary digital advertising platform, we ran a highly engaging campaign across multiple channels, countries, languages, mediums, and devices to reach a worldwide audience in every way possible.
Services
branding strategy, web strategy, positioning & messaging, standards and consistency control, promotional development, digital advertising, data tracking, reporting
Background
The Long Beach Grand Prix, held annually in April, is the single largest event in the city of Long Beach. Attendance for the weekend regularly exceeds 200,000 attendees and is the longest running major “street” race held on the North American continent. The current race circuit is a 1.968-mile (3.167 km) temporary road course carved out of the city streets surrounding the Long Beach Convention Center. It is particularly noted for its last section, which sees a hairpin turn followed by a long, slightly curved front straightaway which runs the length of Shoreline Drive. The circuit is situated on the Long Beach waterfront, and is lined with beautiful palm trees making for a scenic track. Other popular events during the Grand Prix week include a Firestone Indy Lights race, a Tudor United SportsCar Championship race, and the Toyota Pro/Celebrity Race.
Opportunity
Although it’s primarily known for its high-speed drifting races, the Toyota Grand Prix of Long Beach includes a week of fairs, music, food trucks, and promotional activities as well. TGPLB wanted to capitalize on this opportunity to brand itself as a high-energy event that’s fun for the whole family. There’s something at this event for everyone. Attracting racers and fans from all over the world, TGPLB’s goal was to maximize their reach and engage fans on a whole new level.
Our Custom Solution
Through our proprietary digital advertising platform, We Design LA ran a highly engaging campaign across multiple channels, countries, languages, mediums, and devices to reach a worldwide audience in every way possible. We handled the creative design, media planning and buying, as well as reporting to create an optimized campaign using information gathered from millions of daily impressions.
Our power broker status provides us with a seat on every ad exchange, allowing us the power to bid simultaneously and optimize our campaigns off of all the exchanges. Through this technology, we have one connected succinct exchange, which provides you with aggregated data and reporting. Cohesive analytics is key because we bid in real time which means we have the ability to dynamically change a campaign depending on what works best. Our proprietary platform gives us first tier access to advertising space and provides you with the best placement reserved for power brokers. Our clients also benefit from our wholesale pricing which is the actual direct cost of advertising placement. So not only are we more affordable than bigger agencies, but also we can pack more of an advertising punch.
For Grand Prix Long Beach, our ability to target and acquire fans through this platform yielded impressive results with high engagement and conversions. With over 30X ROI in tickets sales as a direct result of advertising, this technology-driven campaign performed better than any they had ever used before.
Results
Cross-channel promotion via worldwide advertising campaign
Consistent ROI that was 50 times the industry standard
Greatly increased ticket sales as direct result of advertising
Endorsement
