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U.S. Grand Prix advertising campaign combines high-tech with Old West

AUSTIN, Texas (Oct. 13, 2014 ) – As the countdown to the 2014 FORMULA 1 UNITED STATES GRAND PRIX reaches its final stages, the venue hosting the race, Circuit of The Americas (COTA) in Austin, Texas, has launched an advertising campaign that evokes the excitement of Formula One with the spirit of the Wild West.

The campaign, titled “How the West was Formula 1” features a full range of regional and local television, print, radio, online and outdoor placements to maximise excitement for this global event, taking place from Friday, Oct. 31 to Sunday, Nov. 2, in Austin, Texas.

Circuit of The Americas’ in-house marketing team conceived and created the campaign and its components, marrying the high-tech and glamorous world of Formula One with the rugged individualism associated with Texas and the old west, a theme embraced by the sport’s large fan base in the United States and abroad.

The intensity and frequency of the campaign will increase in the weeks leading up to the Grand Prix, which is expected to reach a worldwide TV audience of more than 300 million and a packed venue on-track. Last year’s race had an attendance of more than 113,000 over three days, building on the successful first running of the U.S. Grand Prix event at Circuit of The Americas in 2012.

The print and online ads feature three Formula One racecars from the top teams in the sport as well as Kid Rock, who will be performing after the Grand Prix at Circuit of The Americas’ Austin 360 Amphitheater – and a range of other images associated with the west and the U.S. Grand Prix.

The television spots feature a stampede of animated horses running through the Texas desert along with virtual Formula One cars competing at Circuit of The Americas.

Circuit of The Americas also took the campaign “on the road,” with 1978 Formula One World Champion Mario Andretti “patrolling” the F1 teams’ garages during the recent Italian Grand Prix, deputizing Formula One drivers to join his posse in Austin and passing out F1 team-branded cowboy hats.

“The experience of coming to the U.S. Grand Prix is as unique as the city and state that host it. We set out to blend the distinct spirit of Austin with the rugged and iconic images of the old west when creating this campaign,” said Dominic Iacono, Circuit of The Americas’ chief marketing officer. “The eyes of the sports world will be on us during Formula One weekend and this year’s campaign will ensure that we maximize attendance and increase our TV audience — two key goals that benefit Circuit of The Americas, our partners and everyone associated with this incredible event.”

About Circuit of The Americas

Circuit of The Americas (COTA) in Austin, Texas, is the home of world championships and a world-class destination for premium sports and entertainment. COTA’s marquee event, the FORMULA 1 UNITED STATES GRAND PRIX was awarded 2013 “Sports Event of the Year” by SportsBusiness Journal/Daily, and the same publication named the venue a finalist for 2014 “Sports Facility of the Year.” Additionally, COTA is the new North American home for the summer edition of ESPN’s X Games. More than one million visitors come to COTA each year for events such as MotoGP™, the TUDOR United SportsCar Championship, the FIA World Endurance Championship, business and social functions, and more than 20 performances at the venue’s acclaimed Austin360 Amphitheater, winner of Pollstar’s “Best New Major Concert Venue” award for 2013.  COTA’s 1,500-acre campus includes a variety of permanent structures, including a 44,000-square foot Event Center, an impressive Main Grandstand with hospitality suites and the Velocity Lounge, a 270,000-square foot Paddock Building with 34 garages, and an iconic 25-story Observation Tower at the heart of the facility. For more information and downloadable video and photos, visit: www.CircuitofTheAmericas.com, www.Austin360Amphitheater.com or COTA’s dedicated FTP site, media.circuitoftheamericas.com. Follow COTA on Facebook at www.facebook.com/CircuitofTheAmericas and Twitter @circuitamericas  and @COTAmedia.