VIRginia International Raceway (VIR) has extended its engagement with Planet Central to provide marketing and media support for VIR’s three major events in 2017. Among the major events is the upcoming IMSA WeatherTech SportsCar Championship, August 27. “Working with Planet Central the past three years, we’ve seen an increase in ticket sales for our biggest event, the IMSA WeatherTech SportsCar Championship; last year, we saw a 15% increase,” said Mike Rose, VIR Director of Marketing. “Our collaborative working relationship has really helped us to get a great return on our marketing investment; we really enjoy working together.”
Planet Central has served as a marketing partner to VIR since 2015. The agency deploys a mix of digital and traditional media, with the primary conversion metric being event ticket sales. “We love the opportunity to work with such an icon of Virginia motorsports, but more so, we love helping VIR grow attendance,” commented Terry Fink, Planet Central CEO.
VIR, located just outside Danville, VA on the Virginia and North Carolina border, has been named one of Car and Driver’s top six road courses. The late actor and motorsports enthusiast Paul Newman once said of VIR, “If there’s a heaven on earth, it’s VIR.”