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After four successful years in Bowling Green, KY, the Holley NHRA National Hot Rod Reunion moved to a larger facility in Columbus, Ohio in 2007. The Wally Parks NHRA Motorsports Museum, which produces the event, was concerned there might be resistance from fans to the move, affecting ticket sales. Also, because media coverage in Bowling Green had been spectacular, there was nervousness there wouldn’t be as much pre-publicity since Columbus is a much larger market. |
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- Create a “positive buzz” on the move to Columbus.
- Reach media as far as 500 miles away to attract car clubs, racers and spectators to the event.
- Position to media as a lifestyle, business, automotive and motorsports event.
- Use local media to help increase walk-up ticket sales.
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- Starting several months out, PCGCampbell pitched a menu of story angles to media (local, statewide, national, international) -- ranging from business (economic impact) to lifestyle (hot rod culture) to automotive (what is a hot rod?) to motorsports (vintage drag racing).
- As the event drew closer, concentrated heavily on local media with Columbus-based stories: Local shops benefiting from Reunion, local guys racing, etc.
- Arrived early in Columbus to visit all TV stations, the Columbus Dispatch and some radio stations to credential them ahead of the event, give tickets and pitch more stories (AKA: PR 101).
- As event unfolded, sent local media more stories and made hi-res images available online.
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We positioned the move of the Reunion as a positive with fans, and Columbus was another successful event for the Museum. Ticket sales and media exposure were strong.
Sample Media Coverage:
Competition Plus
The Columbus Dispatch
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