Hersh Fadi    May 28, 2017

Dubai Autodrome circuit is one of the most modern in the world; it is also one of the most challenging, as it has a combination of high-speed straights and technical corners. The venue is part of the Union Properties Motor city development in the greater Dubai and area. Track experiences give the chance to sample race cars and super-cars through the Race & Drive Center – a perfect place to hone skills and develop better driving abilities.

Today we are going to prove that digital marketing is the way to gain more return on investment. And how it can be used as a product development and design tool by showing the challenges, the strategies and the results applied on Dubai Autodrome as a case study for Product Development and Design business case.


The Challenges:

  • Attract more people to the website.
  • Generate bookings of the driving circuit.
  • Prove digital marketing is the most effective investment,
  • Directly target the right people.


Dubai Autodrome wanted to use digital marketing techniques in order to generate clicks to their website to book a driving experience around their circuit track, through the use of Google Search and Display. Other options were available such as Facebook and Instagram campaigns, however due to the introduction of digital marketing for Dubai Autodrome , this was an alternative option and Eminence felt that the Search campaign would generate quicker results in 1 month.

Eminence began by analyzing the market and behavior of the target. They recognized that they needed to focus their efforts on specific keywords to reach a more targeted audience that were not only looking for things to do in Dubai, but also Bachelor parties and experiences. In doing such a targeted campaign, They were able to produce keywords that had a lower cost per click (CPC).

Eminence worked on a short and sharp campaign to produce results that would convince Dubai Autodrome that this was the best use of their digital channels to produce leads, as they had not use digital marketing before to market themselves. Through choosing both display and search campaigns on Google, They could target a wider range of audiences in Dubai.

Eminence looked at Dubai Autodrome ’s presence online and they really had a good, visually attractive website, that was easy to create eye-catching banners to encourage the user to click on the banner advertisements. This gave them a clear idea of the type of branding and identity for their design team to create the banners for the campaign.   Eminence used their design and creative skills that enabled them to generate high quality banners that attract the audience’s attention and encourages clicks on the banner.

With only 1 month,  Eminence‘s team closely monitored the progress of the campaign and soon started seeing results for both the search and display campaign through actual bookings received online. They managed to protect the positioning of Dubai Autodrome on Google and kept a competitive advantage on keywords compared to other similar activities in Dubai.

Within 1 month, the search and display campaign generated 62 conversions. These amazing results led to the extended contract with Dubai Autodrome who are now working with  Eminence on other campaigns, but with an added element of re-targeting.

Lessons for Others


Eminence distinguish itself with its precise expertise: an important asset to help your business take off.

Organization: Dubai Autodrome
Industry: Motorsports
Name of Organization Contact: Richard Birch , Dubai Autodrome General Manger

Authored by: Hersh Fadi

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