Last Minute Ticket (LMT) Digital Campaign
// THE_CHALLENGE
Achieving a 100% capacity sell-out requires a highly aggressive, conversion-focused final push. The annual challenge was to liquidate the remaining 10,000 to 15,000 tickets within a strictly compressed one-month window (September to the week before the race). This demanded a campaign that could generate extreme urgency and overcome final buyer hesitation, whilst simultaneously addressing hard-to-shift premium inventory, such as the 'Box Oro Sur' seating, without diluting the brand's prestige.
// STRATEGY & EXECUTION
I took complete end-to-end ownership of the 2024 Last Minute Ticket (LMT) campaign, operating seamlessly across creative and performance marketing disciplines. I personally conceptualised the visual direction, authored the direct-response copy, and executed the full digital media deployment.
To drive immediate action, the messaging was deliberately stark and urgency-driven, heavily featuring ‘Últimos Boletos’ (Final Tickets). I deployed these bespoke creatives across Meta’s advertising ecosystem, utilising dynamic overlays, AI visual enhancements, and Instagram Reels integration to maximise reach and frequency. Concurrently, I launched a surgical micro-campaign specifically targeted at liquidating the remaining ‘Box Oro Sur’ hospitality inventory. This dual-pronged approach—a broad scarcity push combined with targeted premium placement—proved highly effective, consistently securing a total event sell-out at least two full weeks prior to the Grand Prix weekend.