For the first time in nearly 20 years, Vancouver hosted the high-octane thrills of the World Supercross Championship (WSX), attracting motorsport fans from all over Canada. As the city’s streets filled with anticipation, the Brookline team had one mission: generate media coverage, drive ticket sales and make WSX the talk of the town. And we didn’t just talk the talk—we revved up a comprehensive PR campaign that delivered results both on and off the track.
In August 2024, we kicked off the WSX excitement with a press conference and a freestyle motocross (FMX) demonstration that would leave anyone’s heart racing. Held in the heart of Vancouver outside B.C. Place Arena, the press conference brought together key WSX representatives, City of Vancouver officials and top-tier riders to discuss the event and its significance. But that wasn’t all—things got real exciting when FMX riders took to the air, showcasing gravity-defying stunts that sent chills through the crowd. It was an unforgettable preview of what was to come and a surefire way to generate media buzz. The event made it clear: WSX was a must-see event.
With the event gaining momentum, our team rolled up our sleeves and got to work generating widespread media coverage. We targeted sports journalists, motorsport enthusiasts and local Vancouver reporters, all while crafting compelling press materials—including media advisories, press releases and rider profiles. We also coordinated exclusive interviews with WSX riders and event organizers, building excitement around the championship and giving the media exclusive content to share with their audiences. By the time race day arrived, the buzz was undeniable.
What’s better than a few words from top media outlets? Social media buzz, of course! To extend the excitement beyond traditional media, we partnered with local influencers who had a strong following in Vancouver. These influencers shared their personal excitement about WSX, posting everything from event previews to ticket giveaways. The response was thrilling, with six influencers sharing posts that reached a combined total of 14,076 people. It was a fun, authentic way to engage with new audiences and fuel the anticipation in the lead-up to race day.
When the event finally rolled around, we ensured everything went off without a hitch. Our team managed an onsite media center to streamline press interactions, provide accreditation and offer updates for journalists. The day before the race, we hosted a press preview, giving the media an exclusive look at the track setup and access to interviews with WSX representatives and riders. The energy on the ground was electric, and our seamless coordination allowed the media to capture the action in all its glory.
All our hard work paid off in a big way. Brookline’s efforts resulted in an impressive 430 media stories across print, online, radio, and television outlets. These stories reached a massive audience of 53.7 million people, creating waves of excitement throughout the city. The event’s media coverage had an advertising value equivalency (AVE) of $496,813.30, proving that WSX wasn’t just a race—it was a sensation.
Thanks to a powerful blend of media relations, influencer outreach and on-the-ground support, we ensured WSX crossed the finish line with a roar. It was an unforgettable ride—and one we’re proud to have helped make possible.
Sarah Ferguson is an Account Executive at Brookline Public Relations. With a background in media relations, crisis communications and social media strategy, Sarah is driven to deliver creative public relations solutions rooted in tangible results.