Grand Prix of Canada retains FCB Direct
By Adnews Staff
Montreal-based Formula One auto race the Grand Prix of Canada has hired FCB Direct to develop a relationship marketing program. The campaign will seek to promote ticket sales to the June event to businesses and consumers. The program will also work to strengthen the event's relationship with its fans and increase the size of the organization's database for future events. The agency has also redesigned the event's website at <http://www.grandprix.ca> and its electronic newsletter Octane. A direct mail package promoting corporate suites on the track has been sent to a number of businesses. A direct marketing campaign to consumers is also in the works. The campaign uses the tagline, "You're never too close to the Grand Prix."
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