Silverstone revs up F1 Grand Prix marketing drive with Chapter

Silverstone’s new managing director Patrick Allen recently outlined his aims to make the event more accessible for fans and enhance the customer experience of attendees. Plans are afoot to make the 2015 event a four-day festival of entertainment which will include concerts, pit walks and parades to support the on-track action.

Allen said: “Silverstone has great potential as an entertainment venue and with the support of the team and our new agency, Chapter, I believe we can make it the place to go. We need to start appealing to a broader audience and an element of this is obviously about getting the product right and offering good value for money. For example, we have taken into account the cost for families to attend and reduced child prices, with children under 11 now attending for free.”

Chapter are working on a through-the-line campaign for the event, to include press, digital and social media. Chapter managing director Mike Rose said: “We have challenging targets to meet to help Silverstone hit their objectives, but we are all incredibly excited to be working with this iconic venue.”

Advance sales for the 2015 British Grand Prix are up 20 per cent on 2014 with many grandstands already sold or close to selling out. A recent promotion saw a release of 1,000 £99 tickets sold in just 22 minutes.