Midnattssolsloppet, the most iconic racing event in the north of Sweden, returned on the Swedish racing calendar in 2019 on the newly finished race track Drivecenter Arena. The management of the track hired us for a PR & social media campaign with the purpose of increasing ticket sales. We were also tasked with taking care of the press accreditation process.

Social media campaign – we first laid out a plan with the purpose of gradually building up interest in the event. As part of the social media campaign, we delivered:

• Content production in form of photo, video & text
• Social media publishing
• Analytics reports

PR campaign – we created and published 2 press releases, one before the event and one after the event.

Press accreditation process – we managed both the accreditation process and the relationship with the journalists that were present at the event.

The event was a great success with over 16.500 visitors. Campaign results:

• Total reach: 150.000
• Total video views: 40.000
• Journalists present at the event: 50