Driving a memorable experience

Services
- Brand Narrative
- UX/UI Design
- Brand Ecosystem
Industry
- Sports, Entertainment and Events
Client

Circuit de Barcelona-Catalunya

Since its inauguration in 1991, Circuit de Barcelona-Catalunya has been one of the world’s most emblematic motor racing tracks, hosting competitions such as the Spanish F1 Grand Prix and the Catalan Motorcycle Grand Prix.

Challenge

A race
for the audience

It is not easy to captivate and maintain the audience’s interest and it is even more challenging if they are looking for energy, freedom and adrenaline. How could we reach this audience to increase ticket sales?

The Circuit de Barcelona-Catalunya has long been one of the world’s most iconic motor racing circuits, but it needed to boost its sales for the big annual events (Formula 1 and MotoGP Grand Prix) and for the wide variety of experiences it offers throughout the year, by increasing its appeal to visitors through its online channels.

The challenge lay in the fact that many of its tickets were sold through distributors, leaving dwindling revenues for the brand and creating a constant need to maximise sales, year on year, to cover bases.

Solution

The soul
of the racecourse
in a digital experience

The Circuit de Barcelona-Catalunya approached Morillas to dynamize its digital strategy and user experience through its main channel: its website. In this way, the circuit could deseasonalize and diversify its sources of revenue.

Beyond the website revamp, the brand's digital strategy needed a complete rethink to determine exactly what its online focus should be.

An in-depth web analytics audit revealed an opportunity to give special emphasis to potential international markets such as France, Germany and the UK, where a huge opportunity for growth was identified.

We also identified the need to optimize the brand's SEO strategy to revitalize recognition and visitor attraction, especially in terms of keywords with high conversion potential.

Through the use of dynamic transitions and animations, and a greater prominence of photography, the spirit of the Circuit was reflected on its website, strengthened by the use of the brand palette in alignment with that of the category, to highlight key information.

Reaching the goal
with a dynamic
digital platform

All the passion and energy that Circuit de Barcelona-Catalunya delivers, successfully encapsulated in this active and dynamic digital experience in which users feel the excitement of the race from the very first moment.

Clear business orientation lies in the restructuring of content and menus with added-value criteria: