Dorna


Passion for motorcycle racing

Client: Dorna Sports
Brand Audit, Content Strategy, Web design

Racing since the beginining

Dorna is sole owner of all commercial and television rights of the main motorcycling championships all over the world: FIM Road Racing World Championship Grand Prix (MotoGP™), along with MOTUL FIM Superbike World Championship, FIM CEV Repsol, Red Bull MotoGP™ Rookies Cup, Idemitsu Asia Talent Cup, and British Talent Cup.

The company has experienced a continuous growth over the years, expanding from its main focus on MotoGP™ to other championships for top motorcycle races all over the world. This growth leads to a total renovation of their corporate website, which suffered from content and layout problems.

Supporting the evidence

Branward addressed the assignment by conducting a full audit which leads to a specific strategy. An internal assessment was undertaken for the Audit, analysing the online communication actions carried out by the brand until they were compared with the brand’s strategy and positioning.

We reviewed their brand platform, the contents plan, audience behaviour, an SEO/SEM audit, Web Analytics and analysis of online brand image perception. All of it was then compared with an external assessment of the sector, which incorporated trends and better practices in other segments.

The strategic phase contributed to the definition of the type of contents, the means through which they should be spread, and the potential management models. Always pursuing SMART objectives and identifying KPIs and metrics to assess their progress. Accordingly, a particular personality and attitude were defined for Dorna, along with a content strategy that was grouped according to the different stages of Inbound Funnel: attract, convert, close and delight.

Global exposure

All this information allowed reaching the implementation phase rigorously contemplating the most adequate web architecture among a number of possibilities, as well as the classification of vast contents. In the end, the platform was fully designed and programmed in a perfect partnership with the client.

The result significantly contributes to adding value to the corporate brand Dorna, who had so far been overshadowed under the enormous acknowledgement of the different championships over which they hold rights, and mainly MotoGP™.

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