Music City Grand Prix
Launching a New Sound in Nashville
When we partnered with the Music City Grand Prix to bring IndyCar to Nashville, the event was only a concept. We transformed that bold idea into a multi-sensory brand experience that expanded the idea of what a “Nashville” trip looks like.
Services Provided
- Strategic Planning
- Interactive Development
- PR
- Media Buying & Planning
Sold Out
Reserved Seating
9.9B
Earned Media Impressions
300+
Earned Media Placements
170,000
Website Visits in Initial Months After Launch
Finding a New Sound
In a city saturated with entertainment, we noticed an "excitement fatigue” among locals and visitors. Our strategy moved beyond the "one-note" marketing of honky-tonks and hot chicken. We positioned the Grand Prix as a harmonious counterpoint to the traditional Nashville experience, offering a new rhythm that appealed to racing enthusiasts and experience seekers alike.
Engineering the Experience
Always audience-first, we started with identifying our fans and discovered several target audiences. Though our city is built on tourism, we wanted to appeal to locals as well as visitors. Because the event is more than a race, it’s a whole experience, we strategized how to reach those interested in Nashville’s food, music and more while simultaneously introducing racing into the mix.
A New Blueprint for Events
We launched the Music City Grand Prix at a press event featuring race and city officials attended by multiple media outlets in person and even more via livestream for local, regional, national and international coverage. Less than a week after the live announcement, we had 16,555 visits to the website, over 16,000 video views and more than 4,000 visitors signed up for ticket details.
