Canadian Sport Compact Series Campaign Launch

The Canadian Sport Compact Racing Series (abbreviated to ‘CSCS’) has been around since 2001, hosting five to seven competitive racing events a year.  Their events consist of drag racing, time attacks, show and shine, and recently introduced drifting.  In the past, CSCS has been publicly branded as a low attendance, far, and trashy girl event.  The challenge we face is to squash the current public opinion and mind set of the Canadian Sport Compact Racing series and give CSCS a fresh brand positioning unique to Canada.

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.