01 CASE STUDY
PR & COMMS
A truly unique challenge for drivers, riders and alike, the Dakar Rally is one of the most celebrated and cherished properties in motorsport.
As part of SMG MEA’s ongoing collaboration with the Saudi Motorsport Company, we had the pleasure of joining their teams in the desert in Saudi Arabia for the 2022 edition of the Dakar Rally and managing their regional and local communication strategy and supporting on international media requests.
ITEMS OF COVERAGE
Our team on the ground in NEOM developed a clear communications plan and calendar, managed all press enquiries, developed and distributed regular press releases and written promotional content, supplemented SMC’s social media agencies in content creation and execution and supported SMC’s in-house communications team at every stage of the journey. 8000km of racing, 6707 items of coverage across 53 countries with a $114m publicity value, 3 weeks very well spent.
A variety of methods were deployed in delivering the objectives mentioned above including – but not limited to: