After the announcement of the 2012 Formula 1 United States Grand Prix ®, PetersGroup was engaged to promote Formula Expo, an event designed to familiarize the public with Formula 1 through interactive exhibits and its history. The intention was to promote this semi-unknown sport to Americans throughout the nation and cities surrounding the new track.
PetersGroup started a media relations campaign and orchestrated a Formula Expo launch event for the public. A second preview event exclusively for the media was also organized. Throughout the campaign, consistent media coverage was generated worldwide, while creating content for parallel communications channels, including digital commercials, social media, customized cultivation events, sponsorship relationships and community alliances.
Our integrated communications launch strategy resulted in more than 100 pieces of broadcast, print and online coverage, exposure to hundreds of community influencers and media members and placement in over 60 community pieces reaching an audience of more than 10 million people. The original 2-day event attracted more than 15,000 people.