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ISUZU MOTORSPORTS
DESERT QUEST

Isuzu Motorsports had successfully competed in the world’s biggest single motorsport event, the Dakar International Offroad Rally, were planning a return attack and needed to raise their profile and funds to do so competitively.

I was engaged to inject some business and marketing management, design and define the strategy, execute it and manage the process of turning that plan into a reality.  The strategy, marketing platform and framework is what became known as The Desert Quest.

I implemented a broad owned and earned strategic marketing plan, including website, media site, media liaison, media appearances, and social media.

To improve the commercial position I negotiated extended arrangements with current sponsors, kicked off a branded parts, accessories and merchandise plan, and implemented the Isuzu Motorsports Dealer Team, a cross-promotional subscription-based model.

The results were greater reach and engagement with fans, increased publicity and sponsor arrangements with higher revenues.