Client Case Study – Trackdays Spain
Trackdays Spain was Shaw Marketing Services’ first client and a great one to get our teeth into. Although they had a very small budget and couldn’t advertise, public relations alone was enough to generate over 20,000€ worth of coverage!
Investment: 750 Euros
Campaign: Publicity for Trackday concept and coverage for their first anniversary event
Duration: April-September 2008
Coverage achieved: Trackdays Spain appeared on 9 websites, 4 magazines, 2 radio stations and 4 newspapers.
Advertising value of PR coverage: Over 20,000 Euros
There are a few important reasons why the Trackdays Spain PR campaign was such a success:
1. It was a new concept which wasn’t known in Spain
2. Sports cars are exciting and sexy and appealed to the male journalists and editors
3. We had great images to accompany the press releases, which really increases the uptake of a release
4. We could invite the journalists and editors to spend a day with us at the circuit for free in return for their story
5. Wide geographic coverage and loyal devotees – Events were held near Granada and Almeria, but because these events were few and far between and people love their cars and driving fast they would travel long distances to attend the events. This gave us more opportunities for promotion.
PR alone won’t work this well for most businesses, but there is usually an angle that you can exploit to get the press interested with little or no advertising required. It takes some creativity, good press contacts and an ability to write well, but it is still an excellent element of any Marbella Marketing Mix. If you think that your business ticks any of the boxes that Trackdays Spain did, you could be on to a winner!
If you’d like to find out more about PR Costa del Sol please visit our website or contact us on info@shawmarketingservices.com