Audruringi Kommunikatsiooniplaan
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AUDRURINGI KOMMUNIKATSIOONIPLAAN Vision - Audruring for most modern multi-functional motorsport centre in Baltics Brief overview of the current situation Audru circuit or also know as Pärnu Circuit was used for allread as early as in the end of the 1930s. • In 2009 transfer of building title competition was held 2009 for Audru Circuit!! • A2 Racing won the contest. • In 2010 tenancy agreement was signed, at the same year July building permit was also issued to start witch circuit complex renovation, what was issued in July By today, A2 Racing have reconstructed an existing track and has finished building admistrative building located in complex Reformed track complex is located approx 40HA plot which is fenced 100% (6km) Audru racetrack = Estonian racetrack By the fall of 2012 Estonian only „Audruring“ becomes modern track build for at least FIA grade 3 standard and has no equivalent track Latvia, Lithuania, and Finland. Circuit includes: • Racetrack ( 3.2 km), • Rallycross track • Supermoto track • All modern conditions of the competitors, and visitors Additional information: • Total investments at approximately 4.8 million EUROS, of which approximately 3.2 million euros the came form European Regional Development Fund. • Board of Estonian Autosport Union has assessed the project as the highest priority in Estonian motorsports. = all northen Europe and scandinavian series • GT1 • GT2 • GT3 • WTCC • Formula Renault 2,0 • Formula 3 Competitive landscape • By today threre are total of 18 racetracks with total lenght of 54,7km in 1000km distance from Audru. • Compared to Audruring, most tracks have approximately the same lengh or are shorter • Newest track with in Northen Europe is Audruring (built 2012) with its all modern facilities • Second newest is Gotland Ring in Sweden (built 2009 • Most advanced motocenter is Vålerbanen track in Norway with its multible configurations and with its 7,5Km of tarmac roads. Estonia Lenght Width BUILT Audruring 3,2 12 2012 Sweden Lenght Width Built Renovated Falkenberg Racetrack 1,8 10 1967 2004 Gotland Ring 3,2 12 built 2009 Karlskoga Motorstadion 2,4 - 1950 2000 Mantorp Park 3,1 12 1969 -- Ring Knutstop 2,1 10 1963 1970 Scandinavian Raceway 4,1 - 1968 - Sturup Raceway 2,1 - 1972 2005 Finland Lenght Width Built Renovated The Kemora 2,7 -- 1983 1987 The Ahvenisto Race Circuit 3,0 1967 -- Alastaro 3,0 12 60s -- Botnianring 2,6 - - - Motorpark Raceway 3,5 1987 1990 Russia Lenght Width Built Renovated Moscow Autodrome 3,3 12 2001 2005 Latvia Lenght Width Built Renovated Biekernieki 3,6 10 1966 -- Lithuania Lenght Width Built Renovated Nemuno žiedas 3,4 10 1960 -- Norway Lenght Width Built Renovated Rudskogen Motorsenter 3,3 12 1990 Vålerbanen 7,5 10 - - a vivid and inspiring description of where a business or brand wants to be in the future VISION – Audruring for most modern multi-functional motorsport centre in Batics and 2nd most modern, multi-functional motorsport centre in northen Europe. 2013 – 60 000 Local visitors 2013 – 10 000 Foreign visitors Media contacitivyt TRP 18-49 2014 – 80 000 Local visitors – Formula 3 cup 2014 – 12 000 Foreign visitors+ Formula 3 cup 2015 – 100 000 Local visitors– GT3 FIA cup 2015 – 15 000 Foreign visitors – GT3 FIA cup Ca 2,629000 2016 – 120 000 Local visitors -GT3 FIA, Vormel Renault 2,0. 2016 – 20 000 Foreign visitors -GT3 FIA, Vormel Renault 2,0. Every year Product Price Communication Channel Strategy Consumers Optimize the portfolio and focus on core Price segment: mainstream Platform: new ATL platform that represents Focus ETV Audruring main target groups BPK, TV3, Kanal12, Ren, Tv6 are men between 16-50 who Our goal to to keep competitive intrests in motorsport and Conciderable ATL At least FIA grade 3 standard prices. 30-40 % lower then tracks in Autoleht motors in general Our bulleye TehnikaMaailm circuit what includes racetrack scandinavia TA iare men between Track VIP events Top Gear 18-49 (3,2km), Rallycross track, Digi Keep affordable level for local TA size (244 000) Supermoto track + all the Car Magazine tests motor enthusiasts modern conditions to (autoleht, Top Gear) Delfi cometitors and visitors Postimees To be flexible partner for local and Tire tests auto24. foreign promotors motors24 SmartAd, Webplanet Wider intrest for track comes PR from the rest of the consumers Permanent roadsigns pointing to (both men and women) through Big contactivity through sport audruring to all mayor roads a variety of events that are not and music venues (VIA BALTICA) related to motor sports (sports, music, festivals, fairs, etc.) SOCIAL MEDIA (Facebook, Twitter, Youtube) Expected visitors in 2013 (sample) Comment: 65% - Motorsport 35% - Other events (festivals, music venues, fairs) Budget • Expected NET Sales for track rental ands services (events excluded) 2013 – ca 500 000 EUR 2014 – ca 550 000 EUR 2015 – ca 600 000 EUR 2016 – ca 680 000 EUR 2017 – ca 770 000 EUR Kohalik Spordipäev 2018 – ca 850 000 EUR Audru mootoratas; Rull; 2400 motofest; 4500 3000 Spordipäev Rahvusvaheline Drift; 6000 ratas; 2400 Further investments to the complex mootoratas; 6000 carting track 90 000 EUR Audru Kangutaja; permannet tirbunes for visitors 150 000 EUR 7000 Yearly Investemt to communication/marketing Kohalik Triatlon; 4500 autosport; ca 60 000 EUR 10000 Audru Rull; 600 Audru 12h sõit; 5500 Rahvusvaheline Igamehe Audru autosport; 7500 Karikas; 720 Talent; 500 Year Local Froeign Facebook Media TRP 18-45 Total 2013 60000 10000 3500 2692000 2767513 Expected visitors : 2014 80000 12000 5000 2692000 2791014 2015 100000 15000 7000 2692000 2816015 2016 120000 20000 8000 2692000 2842016 2017 130000 23000 9000 2692000 2856017 2018 140000 25000 10000 2692000 2869018 Audru contacts lookout 2013-2015 160000 140000 120000 100000 80000 60000 40000 20000 0 1 2 3 4 5 6 Year 2013 2014 2015 2016 2017 2018 Local 60000 80000 100000 120000 130000 140000 Froeign 10000 12000 15000 20000 23000 25000 Facebook 3500 5000 7000 8000 9000 10000 TRP 18-49 3000000 2500000 2000000 1500000 Axis Axis Title 1000000 500000 0 1 2 3 4 5 6 Media TRP 18-45 2692000 2692000 2692000 2692000 2692000 2692000 Year 2013 2014 2015 2016 2017 2018 2013 Acitvities Motosport Other activities International Local Local competitions competitions others Sport Entertainment Cars Cars Motorcycles Mootorrattad Festivals Concersts VIP client events client VIP Driving traingins Driving competitions Running competitions Running Rollerscate and bycycle bycycle and Rollerscate Drivign traingins/Open Track traingins/Open Drivign 2013 2013 Visitors split Motosport Other activities International Local Local Championchips Championships others Sport Entertainemnt 35 30 25 20 15 10 Days booked 5 Total days 0 Comment: Cyrrently occupancy 62% from total days in season 2013 Audruring, WHO? Aururing helds dozens of different competitions in motorsport for cars as motorcycles each year, Audruring is also open during the week, or external non competition purpose for driving enthusiasts / driving trainings.. Effective marketing tool: Audruring main target groups are men between 16-50 who intrests in motorsport and motors in general. This will provide a unique opportunity to hit a specific target grop with your ads. Audruring, WHO? Audruring is also open every week (24 weeks in 1 season) for sports / recreational athletes (cyclists, skaters, runners, etc.) In addition, audruring is marketed for not motor sports areas (sports, music, festivals, exhibitions, fairs) Effective marketing tool: Wider intrest for track comes from the rest of the consumers (both men and women) through a variety of events that are not related to motor sports (sports, music, festivals, fairs, etc.) This will provide a unique opportunity to hit a specific target grop with your ads Audruring COMPETITIONS 2013 Championships for cars: • Northern European Championships in car circuit racing • Nordic Championships in car circuit racing • Finnish championship car circuit racing • Estonia and Baltic Championships in car circuit racing Audruring COMPETITIONS 2013 Other cometitions for cars: • Estonia and the Baltic Motocross Championship • Estonia and northen Europe DRIFT • Northern European rallycross championship • Supercross Championship Audruring COMPETITIONS 2013 Championships for motorcycles • Estonian and Baltic circuit racing championship • Estonian Supermoto Championship T12 HOUR RACE (2014) – Biggest Autosport venue in whole Baltics Description Event duration 3 days Thursday practice, open track Friday qualifications, ssupport raeces (such as Volgas, Legendcar cup, Time attack) Saturday Race day 10:00 Start. 2200 Finish Number of teams: 50-60 teams Nationality reach : Estonia, Latvia, Lithuanina, Sweden, Russia, Germany, Finland, England, Norway Other: Friday Official opening ceremony with the racecar parade form downtown of Pärnu to Triobet ring Circuit taxi as audience attaction Saturday Awards ceremony on big stage Concert with 1 local rock band + DJ set + go go girls Media coverage TV broadcasting, Live feed in motors24.ee, Celebrity race (Friday) for PR coverage Facts: • First time in the Baltics - provides a great audience and media interest • expected attendance : 25 000 people • International media interest: the 12 - hour race track brings international teams across Europe. 12 HOUR RACE (2014) – Biggest Autosport venue in whole Baltics Budget: Triobet 12h race Income split total income 142800 EUR Class 1600 Class 2000 4% 6% Class 3000 Supporters 5% 7% Class 3000+ Main Sponsor 6% 18% Class GT 4% Class X 4% Ticket sale 37% Class Diesel 4% Garage rental 5% Triobet