Revolutionising MotoGP Ticket Sales
Overview
Living.Lab partnered with the promoter of MotoGP to elevate ticket sales for the UK promoter, delivering a comprehensive strategy rooted in pricing optimisation, digital marketing innovation, and a seamless customer journey. Our data-driven approach and collaborative mindset turned a challenging market landscape into a record-setting revenue opportunity.
The Brief
- Sell 50% of the tickets for tickets for British MotoGP.
- Provide a contrast to the legacy ticket marketing system which had the remaining 50%.
- Maximise yield and early sales
- Be the voice of MotoGP in the UK.
- Identify opportunities which inform brand strategy.
- Identify opportunities which inform future commercial strategy.
The Challenge
The ticket sales model faced significant bottlenecks, including:
- Flat Pricing Strategy: Over 90% of tickets were priced within a narrow £20 range, limiting revenue growth.
- Unbalanced Demand: High-end tickets sold out quickly, while mid-tier categories underperformed.
- Complex Stakeholder Ecosystem: Coordinating between multiple parties, including Dorna, Circuit, and local tourism boards, was a logistical challenge.
- Fragmented Marketing Efforts: Limited focus on upselling and bundling ticket categories.
Our Approach
Reimaging Pricing Strategy
- Conducted deep data analysis of historical ticket sales to uncover purchasing behaviours and gaps.
- Scoped and analysed the digital landscape surrounding the UK MotoGP audience.
- Built content strategies based on fan analytics.
- Introduced diversified pricing tiers to maximise revenue from premium categories.
- Adjusted pricing models to align with demand elasticity, capturing untapped customer value.
Data-Driven Marketing Campaigns
- Implemented a CRM
- Built a bespoke website with deep analytics for tracking and segmenting the audience.
- Leveraged predictive analytics to design precision-targeted digital campaigns across channels.
- Focused on upselling complementary packages like hospitality, camping, and local hotels.
- Utilised segmentation to tailor messaging to specific customer groups, increasing conversion rates.
3. Streamlining Customer Journey
- Provided round-the-clock customer service with sub-4-minute response time across all channels.
- Redesigned ticket-purchasing platforms for a more intuitive user experience.
- Enhanced technical capacity to handle spikes in traffic during high-demand sales periods.
- Offered exclusive early-bird pricing and bundle deals to drive engagement during quieter periods
Stakeholder Integration
- Unified fragmented data systems from Dorna, Circuit, and partner organisations into a single, actionable framework.
- Collaborated with Government Tourism Agencies to attract international visitors and boost regional economic impact.
- Fostered alignment among stakeholders to simplify processes and minimise inefficiencies.
Outcomes
Living.Lab delivered transformative results for MotoGP ticket sales, leveraging cutting-edge digital marketing strategies and audience insights.
- Record Revenue: Achieved an uplift of £383,139 in ticket and hospitality sales, compared to the control.
- Maximised ROI: Living.Lab’s strategy generated an average spend of £83 pre-event per guest. We increased yield by £19 per user while maintaining a low acquisition cost of sub £2,00.
- Enhanced Hospitality Sales: Premium offerings saw marked growth through tailored campaigns.
- Long-Term Value Creation: Developed an integrated database and streamlined workflows, setting up MotoGP for future success.