As Formula 1 races toward Austin, promoters are ramping up marketing efforts.
With F1’s home in Texas is still under construction, the Circuit of the America’s Julie Loignon says promoters are already seeing a solid response to the first U.S. Grand Prix in five years.
"A lot of it is just reaching back out to the fan base that we know was there—both here in North America and around the world—and letting them know it's coming back," Loignon said.
She said advertising the U.S. Grand Prix is much like selling the Super Bowl or the Kentucky Derby—the fans typically seek you. In this case, however, the fan base stretches worldwide.
According to Loignon said COTA has partnered up with Mexican media company Grupo Reforma to launch an awareness-raising campaign.
Mexico is no stranger to Formula 1. The Sauber team has two drivers from south of the border: Esteban Gutierrez from Monterrey and Sergio Perez from Guadalajara. Perez finished seventh at the recent British Grand Prix in Silverstone, England.
"We know that he’s got a lot of fans down in Mexico who want to come up and see him. Plus, he's called Circuit of the Americas his home circuit," Loignon said. "He's been a fantastic publicity aid for us, and we look forward to tapping him as a resource going forward."
The U.S. Grand Prix will take to the track Nov. 16 through the 18. Tickets and travel packages are still for sale through Circuit of the Americas and Formula One.