The challenge was twofold; to continue Duckhams valued tradition of supporting the motor stars of the future, while ensuring an outstanding return for our brand partners. Our track record in delivering high sponsorship ROI, meant we were able to support the marketing strategies of Duckhams and our team sponsors across not just one, but across four key areas, helping to engineer a 40% sales increase for Duckhams in 2022:
The creation of a new iconic car livery spearheaded a co-ordinated media strategy across multiple broadcast, social and digital channels. Brand exposure was further enhanced with ITV and ITV4 providing coverage across the 2022 season, giving Duckhams the perfect platform to reach a global audience.
We developed a social media strategy for the season which included our ‘Born to Race’ video series, supported by pre, during and post-race activity and videos. In total, 301 social posts were created over a 9-month period. A strong digital presence was established, along with a streamlined website which was created with our own Absolute Control Lite software.
Additionally, the Absolute PR team also played a pivotal role in brand activity, scoring major successes such as a slot on ITV News and a coveted 4-page supplement in Autocar.
Sales Promotion With Duckhams’ brand licensee, Rapid Group, we launched a promo using a rewards system designed to incentivise sales through their 20,000+ garage network. The points earned enabled garages to claim back Duckhams merchandise, race tickets and track hospitality.
Trackside, Duckham’s enjoyed total brand presence, maximising interaction with the 320,000 spectators attending across eight race weekends via branded flags, driver cards, partner posters, leaflets and lanyards.
Networking, Hospitality and Events
From a Corporate Karting Event in Dubai to a Race Simulator Day and other events in-between, we gave our guests adrenaline-boosting opportunities to engage with our sponsors and the racing team. Throughout the course of the season we also hosted over 250 guests at the Porsche Hospitality Centre and private suites with personal appearances by drivers.
We look forward to driving Duckhams Yuasa Racing and our partners on to even greater success in the future.