The Bahrain Tourism & Exhibitions Authority has launched its latest Formula One advertising campaign, designed to increase package booking and consumer awareness for the annual Bahrain Grand Prix.
The race will take place on April 6th-8th.
In partnership with four tour operators, Grandstand motorsports, ITC sports, Motorsports Travel and ST Sports (part of Southall Travel), BTEA will aim to increase an even higher volume of sales from affluent motorsport enthusiasts, educating travellers as to why the Grand Prix is an unmissable and necessary part of their travel schedule.
The campaign will effectively drive consumers to two portals: the first, a campaign microsite, which offers destination inspiration as well as a call-to-action booking page.
The second, being directly to the tour operator websites, where consumers can book their race weekend holiday package.
Located in the heart of the Arabian Gulf, the kingdom of Bahrain hosted the first ever FIA Formula One World Championship event in the Middle East.
Pioneers in the sport, the Bahraini passion for racing has continued to grow and 2018’s race is set to mark the second of 21 rounds on the 2018 Formula 1 World Championship.
Running as a two-month long campaign activation, the promotion targets affluent travellers with a keen eye for sport and adventure.
In collaboration with the four tour operators, the campaign features live across key premium content sites, driving readers through purchase funnels and promotion links to book directly with the above tour operator packages.
In order to increase consumer demand and sales of packages to the Formula 1, the tactical advertising display features across premium motorsport sites including BBC Top Gear, Telegraph, Escapism, Square Mile Planet F1 and Evening Standard.
Advertising will also be live across digital escalator panels in Oxford Circus, Green Park, Waterloo and Kings Cross, targeting high-end commuter traffic, as well as through specially curated Facebook and Instagram content adverts.