More than just racing. A campaign and digital experience designed to broaden F1 Arcade’s appeal and turn more interest into bookings.
Industry
Social gaming bar
Scope of work
Campaign · UX/UI
Duration
3 Weeks
Work
Engage Agency
The brief
F1 Arcade was looking to expand its audience, drive more bookings and accelerate its growth across the UK and US. Our pitch focused on showing people that F1 Arcade is more than just racing — it’s a place for nights out, celebrations, corporate events, food, drinks and shared experiences. Alongside the campaign, we identified opportunities to improve the website and booking journey, helping customers understand the experience before asking them to convert.
The Approach
We developed the “More Than Just Racing” campaign around three key experiences: racing, hospitality and entertainment. This allowed us to speak to a much broader range of audiences, from F1 fans to adult social groups, corporate teams and families. On the digital side, I helped explore how the existing booking journey could be improved. We looked at how clearer information, stronger messaging and better placement of food, drink and booking options could reduce friction and give customers more confidence to book.
The Outcome
The pitch brought together a broader brand proposition with a more considered digital journey, giving F1 Arcade new ways to engage audiences and show more reasons for customers to visit. The campaign demonstrated how racing, hospitality and entertainment could work together to broaden demand, while the proposed UX improvements showed how the website could better sell the experience and create a smoother path from discovery to booking.
