About This Project

Digital communication strategy.


ROTAC is the first time attack championship in Romania.


At that moment this type of motorsport had very low awareness and people had the wrong idea about the costs involved. It was seen as a very elitist, dangerous and expensive sport. We had to change that.

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We defined the objectives based on 4 pillars: Increasing the community and brand awareness for the time attack motorsport discipline, bringing in new fans and drivers, attracting partners and sponsors, educating passionate people.

We made the switch in terms of communication from „racers” to „Event and experience designers”. It is not just a race, but an experience and a hub where you spend time with your friends and peers and you get to practice your passion in a safe, fair-play and affordable way.

We designed the strategy to cover the next 3 years, in multi-steps. The first step is to draw attention and create interest (2019) and then to generate desire and action (2020 and 2021).


  • Brand & business audit
  • Communication strategy
  • Brand positioning and communication guidelines

Who’s behind the project:

Claudiu Jojatu as Digital Strategy Consultant

Cristina Tupita as Head of Creative

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