Yamaha Racing Communications – The Official Racing Channels
The Challenge
Yamaha Motor Europe has been present as a key protagonist at all levels of motorcycle racing for many years under the Yamaha Racing and Yamaha Factory Racing platforms. As a multi-world championship winning manufacturer both on- and off-road with a host of teams and riders participating across the globe, communicating and exploiting the official racing activities of Yamaha is a key challenge.
The Brief
Provide a full marketing & communications service, including dedicated Press Officers for all of Yamaha Racing’s varying activities, from the World Superbike and MXGP Championships to World Endurance, Enduro and Dakar. Provide full marketing support to the teams, exploiting their successes and linking them to consumer products, offerings and activities.
The Solution
SMC built a network of Press Officers embedded in each championship, coordinated by a communications hub of experienced marketing communications experts. Built on years of combined experience within different racing fields, from entry-level national cups to the premier class of global motorcycle racing, the Yamaha Racing Communications team provides an unrivalled 360-degree service.
The Outcome
As the key agency responsible for Yamaha Motor Europe’s racing communications, SMC has become the guardian for Yamaha Racing Communications and all its MarCom activities. The team has successfully built the Yamaha Racing Facebook digital community to become the world’s largest online motorcycle racing page with more then seven million followers. SMC also ensures that the right messages are delivered across all relevant digital channels, including Twitter, Instagram and Youtube with relevant and timely content.
Aside to the core communications activities, SMC is also the brand guardian for Yamaha’s visual impact in all officially supported racing classes, developing design guidelines for all aspects of championship activity, from race trucks to team apparel.
