Strategy
Ongoing
Virtex
Building a credible engineering brand for a professional motorsport simulator at Spa-Francorchamps, from positioning to the pictures.
Client
Virtex Simulation
Role
Marketing & communications lead
The brief
From the outside, a motion simulator looks like a very expensive video game. Virtex sells engineering time: vehicle models, set-up work for single-seater teams and driver preparation. The audience is small, technical and sceptical, and it buys on credibility rather than excitement.
The insight
In professional simulation, lap time is not the point. It is the consequence of a vehicle model that behaves like the real car. Engineers trust a supplier who talks about correlation, not speed.
The idea
Professional simulation for professionals. Everything Virtex says leads with the method rather than the thrill: the model, the data and the people behind them.
The role
Defined the positioning and the voice, then turned them into a working communications system. That included launching a new driver-preparation simulator and programme, timed with the move into a new trackside home during the 24 Hours of Spa, a monthly newsletter, distinct tones for LinkedIn and Instagram, and short video series. Shot the photography and video too.
Where it stands
A brand that now reads as an engineering partner rather than an attraction, with partnerships announced alongside FIA F2 and F3 teams and a growing library of owned content.