SITUATION: As a lead in to the March 29th season-opener at the Firestone Grand Prix of St. Petersburg, media members were invited to attend a special media event in Miami featuring unique interview opportunities and appearances by some of the biggest Latino stars of the Verizon IndyCar Series.
CHALLENGE: Secure a high level of attendance and involvement among national and regional Spanish Language media outlets to highlight the Latino drivers of the upcoming 2015 season.
RESULT: The Miami media event generated more than 30 placements across top-tier broadcast, print and online outlets. Alongside impactful on-site and in-studio media coverage, the program’s online efforts helped to quadruple the number of followers for @IndyCarLatino, the official Spanish Language Twitter account for the Verizon IndyCar Series.
See full case study here.