Singapore Sports Council


In early 2008, the Singapore Sports Council (SSC) approached Jörg Dietzel Group (JDG) with a vision for building a motorsports racetrack that would be Asia’s premier motorsports destination, creating vibrant business and entertainment opportunities. SSC wanted the racetrack to be the most-preferred venue for motorsports events, a center of excellence for motorsports training and education, and a catalyst for a vibrant motorsports eco-system.

SSC appointed JDG to develop a detailed plan and undertake a branding initiative to translate this vision into a feasible and appealing offering.

The Solution

JDG carried out a comprehensive branding exercise that started with a global Audit, testing various hypotheses with motorsports enthusiasts in major cities in Asia, Australia, Europe and North America.

The findings showed that there was a gap in the market for a motorsports destination that offered more than the option of just watching races. Motorsports enthusiasts were looking for a holistic experience in racing – both active and passive – to be enjoyed in the company of their friends and family.

JDG utilized the research findings and proposed the idea of creating a “hub” that offered racing as well as other options including hotels, restaurants, driver training, shopping, museums, etc. – thus creating a holistic experience.

The positioning for the Changi Motorsports Hub (CMH) was created, offering fun, variety, learning experiences, as well as opportunities for non-enthusiasts. JDG’s proposed strategy also leveraged the Singapore brand and how the two brands connected and augmented each other.

The Results

JDG’s proposed solution enabled SSC to give shape to the CMH vision and created a roadmap for SSC to follow as it embarked on finding third parties from the private sector to build the CMH. In order to attract these third parties, the bidders, SSC needed a clear articulation of the vision and the value proposition for both the consumers as well as the business community. JDG’s positioning and proposed solution enabled SSC to achieve these objectives in a manner that was consistent with the overall Singapore Brand as well as the Singapore Sports Brand.