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FLATROCK MOTORCLUB
With ambitions to attract an international membership of elite patrons and position itself within the premium motorsport and luxury lifestyle space, Flatrock Motorclub required a clear, credible and high-impact public profile from the outset.
SMG delivered a tightly focused mid-term communications programme to build awareness, shape perception and establish Flatrock Motorclub as a serious new entrant on the international private motorclub stage. This centred on defining a compelling narrative around exclusivity, elevated member experience and a world-class circuit environment in the stunning surroundings of East Tennessee
A key pillar of the strategy was targeted engagement with both elite motorsport media and high-end lifestyle and luxury outlets to extend reach beyond traditional racing audiences. SMG secured features and coverage across top-tier international titles including Robb Report, DuPont Registry, Road & Track, The Athletic and ESPN, firmly positioning the club within the luxury and elite sporting performance conversation.
This was complemented by a proactive global press office, delivering tailored materials and consistent messaging across key markets. Coverage was further amplified through high-value, in-person engagement: SMG hosted exclusive media dinners with leading Formula 1 journalists during two U.S. Grands Prix in Austin, providing a platform to present the Flatrock Motorclub vision directly to some of the sport’s most influential voices. SMG also supported promotional activity around IndyCar’s Nashville Big Machine Music City Grand Prix in August 2023, ensuring continued visibility at a key moment on the U.S. motorsport calendar.
Beyond media relations, SMG led the early development and management of Flatrock Motorclub’s social media presence. This included the creation of premium visual content spanning 2D and 3D graphics, video production and high-end imagery, alongside strategically planned campaigns aligned to key build milestones. Social activity was structured to build anticipation throughout the facility’s development, maintaining momentum through each phase and culminating in the official track opening to members in October 2024.
This integrated approach generated strong global media coverage and a high-quality digital presence, introducing Flatrock Motorclub to a discerning, high-net-worth and enthusiast audience while elevating it beyond a regional concept into an internationally celebrated addition to the world of premium motorsport circuits.
The programme was delivered with a clear endpoint: to establish Flatrock Motorclub in the public eye with a defined identity, growing awareness and a robust platform for future communications. By its conclusion, the club was well-positioned to build on this momentum as it moved into its next phase of member engagement and operations.
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