Gentlemen, start your engines
After some time on the job, the chief marketing officer for Richard Petty envisioned an idea to get the king in first place again. As the most famous driver in race-car history, it's hard not to be on top all the time.
With more than 20 venues in his name, the CMO conveyed to Richard Petty that is was time to capitalize on the Driving Experience at Disney World. The mere fact that the Driving Experience is on Disney property was a huge asset in itself demanding additional marketing campaign.
After the king of drag-racing reflected on the idea, it was decided to invest 90% of the budget on a new marketing scheme for the Orlando location. One of the targets for the marketing campaign will be men who want to keep themselves busy while the family is visiting the theme parks.
Among the three most popular locations, the Driving Experience features two options including three laps with an experienced driver or the rookie experience where the guest drives solo. Last year, Richard Petty rang-in over 100,000 customers among 18 other speedways.
The new marketing campaign has additional perks including a race-kart program, safe-driving programs targeting teens, and racing instructions with retired Nascar Sprint Cup Cars.
Most competitors that come to Disney world had not previously planned their budget around driving a stock car. With today's economic woes, it may be difficult for a guy to swallow the $400 experience for 2 hours. Petty's new campaign will be focused on informing guests that they have a track right on Disney property.
Justifying such a large expense for a short experience challenges the Petty team to create return incentives including special deals. Imagine spending the day competing with a 600 horse-power stock car with the possibility of winning a big trophy at the end of the day for just $899?
Disney's chief instructor believes that there are a host of possibilities to get Petty's Driving Experience back into 1st place.
With more than 20 venues in his name, the CMO conveyed to Richard Petty that is was time to capitalize on the Driving Experience at Disney World. The mere fact that the Driving Experience is on Disney property was a huge asset in itself demanding additional marketing campaign.
After the king of drag-racing reflected on the idea, it was decided to invest 90% of the budget on a new marketing scheme for the Orlando location. One of the targets for the marketing campaign will be men who want to keep themselves busy while the family is visiting the theme parks.
Among the three most popular locations, the Driving Experience features two options including three laps with an experienced driver or the rookie experience where the guest drives solo. Last year, Richard Petty rang-in over 100,000 customers among 18 other speedways.
The new marketing campaign has additional perks including a race-kart program, safe-driving programs targeting teens, and racing instructions with retired Nascar Sprint Cup Cars.
Most competitors that come to Disney world had not previously planned their budget around driving a stock car. With today's economic woes, it may be difficult for a guy to swallow the $400 experience for 2 hours. Petty's new campaign will be focused on informing guests that they have a track right on Disney property.
Justifying such a large expense for a short experience challenges the Petty team to create return incentives including special deals. Imagine spending the day competing with a 600 horse-power stock car with the possibility of winning a big trophy at the end of the day for just $899?
Disney's chief instructor believes that there are a host of possibilities to get Petty's Driving Experience back into 1st place.
posted by michael at
7:54 AM
