FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX
CASE STUDY | FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX
Why: The Miami Dolphins, the promoters of the inaugural Formula 1 Crypto.com Miami Grand Prix are one of the most successful and forward-thinking franchises in all of sport. But, when it comes to operating in the unique and rarefied confines of Formula 1, the Miami team needed expertise and support across a range of scopes - PR & Communications being the most important area of all. NKrush, known throughout motorsport as the F1 specific media, press and broadcast experts, jumped at the chance to communicate such a high-profile Grand Prix. We immediately devised a system and structure to compliment the existing talent in the Miami Promoter Comms team in assisting the creation and delivery of strategy and counsel regarding all PR and comms activity, both proactive and reactive.
How: NKrush operated across a wide positioning and messaging scope including:
event positioning within international PR and media
stakeholder positioning in conjunction with government and tourism alignment
Formula 1 stakeholder engagement
creation of media messaging for international media audience
developing Miami’s key messaging
outlining market segmentation and media targeting across news, sports, lifestyle, and tourism
As we got closer to the race we developed contingency planning, PR crisis communication planning, event promotion and activation scheduling and appointed a media monitoring service both nationally and internationally to ensure that the media value was captured and reported effectively. A key part of the role was educating, informing and supporting regional and local media on the history, logistics and nature of Formula 1. We did this by conducting focus groups, round table meetings and journalist briefings, issuing press releases, as well as imparting specific F1 knowledge and content training for spokespeople and the National Press Officer.
Result: With the key narratives of Miami being F1’s Superbowl, an event that finally ‘cracked’ America and a Grand Prix that set new standards on scale, ambition and entertainment, the inaugural Miami Grand Prix represented a media phenomenon. Creating $179 million in media value, with over 60,000 mentions, a 93.6% positive/neutral sentiment and coverage in 103 countries worldwide, the figures speak for themselves.
