Velocity Invitational

THE STORY: This racing weekend is the best multi-faceted motorsports event in the country. Each Fall, entrepreneur Jeff O‘Neill and his team pull together an amazing array of racers and their machines, giving them the opportunity to compete on the Sonoma Raceway track for their and everyone else‘s enjoyment. Non-racing attendees can tour the pits, interact with the racers, and ogle the cars. Wine, food, and manufacturer vendors line the midway and the Sip and Savor Pavilion. The challenge for this season was to triple the previous year‘s attendance to prove the event could be profitable. The weekend was a huge success thanks to the addition of rally car ride-alongs and the McLaren racing team coming in force - and, of course, the amazing marketing team. 

MY ROLE: As the Marketing Director for the season, I oversaw the agencies responsible for media placement, PR, creative (from The Scenic Route, McLaren Racing, and Sonoma Raceway), and social. To combat the subliminal feeling that this was an exclusive racers-only event, I established the messaging (You‘re Invited) through text and curated images showing the attendees' diverse demographics and Velocity's truly inclusive nature. To ensure the message was consistent, I edited the media coverage, newsletters, and social posts. Keeping things on track (pun intended), I developed the cadence of offers and community communication with a fluid approach since the event dynamics changed constantly throughout the months leading up to the event.  

AGENCY: Whole Heads Marketing along with The Scenic Route