For two consecutive years now, Pixelcarve has been involved in helping promotion and branding for CSCS and during their annual award ceremony at Formula Kartways, they presented us a plaque for our commitment and involvement.

About CSCS:

Canadian Sport Compact Series (CSCS) is responsible for sanctioning and promoting Canada’s Largest Sport Compact Drag Racing Events.  2007 marked the most successful season in the history of CSCS. This success set new industry standards by creating a multifaceted lifestyle / motorsports event for all sport compact enthusiasts. Phrases such as “One of a Kind” are often used to describe a CSCS event.  Whether you’re into drag racing, drifting, road circuit lapping, show & shine, or audio competition, CSCS has it all! 

The philosophy of CSCS is to implement four important concepts: showcase Canada’s fastest sport compacts, maximize the sports business potential, promote greater awareness of this increasingly popular sport, and to educate the public about safer driving!  It is this synergistic effort which has led CSCS to the forefront in the sport compact industry.

Furthermore, CSCS takes great pride in promoting and supporting charities and organizations such as the “Toronto School Board District” in educating the public about the dangers of street racing. CSCS is also proud to be a member of “RASR” (Racers Against Street Racing) that encourage street racers to race at the track. This alliance will be beneficial to the community to help create awareness and educate street racers about safer and more productive ways to enjoy their passion.

INSIGHT
Its steady event figures has left CSCS hitting a glass ceiling, and a public impression of a non-competitive and trashy event.  Plus, having events far away from the main core of the city of tuners, it makes it very inaccessible for some to travel such a distance to attend or participate in the events.  We made a decision that the best way to accomplish our goals is to re-brand CSCS into a more serious competitive racing series, leaving the typical half naked girl in the flyers behind us. 

IDEA
“Prove it at the tracks…” is what we enforced in the brand and we dare not take it lightly.  Keeping the racing the tracks as the focus not only helps the brand image, but sends a definite message out that racing should not be done on the streets.  An overhaul of the media kits, marketing collaterals, brand positioning and website took place to create an image that is professional and serious, but also exciting.

RESULTS
The launch of the new campaign took place early 2007 and since then it has successfully influenced the image of the Canadian Sport Compact Racing Series.  By 2008, there has been a 7% increase in vendor and exhibitor support, 10% increase in spectators (30,738 to 33,000), 5% increase in Drag Racing competitors, 20% increase in Show & Shine competitors, 14% increase in Time Attack competitors, and 25% increase in Drift Competitors.  As well, website traffic has been at an all time high with a 21% increase in web traffic.

Visit the site at: http://www.cscs.ca

If you would like to know how we can help you, talk to us.