Challenge

Intro: 

Rally Australia was round 10 of the 2011 FIA World Rally Championship, WRC.

Our Role: 

  • Brand identity and strategy.
  • Fully integrated marketing and advertising plan.
  • Stakeholder and sponsor management.
  • Ticketing and corporate hospitality plan.
  • Merchandise plan.

Idea

The campaign, THE ULTIMATE DUST UP, was created in order to compel consumers to book travel and tickets, thus creating direct economic impact.

Promote the area as a tourist destination. Create excitement and engage the local community to get behind the event.

Results

Ticket sales - 27% over target. Spectators up 10% from previous event. Economic impact - $15 Million to local economy (Coffs Coast).
Merchandise revenue targets achieved.

Rally

Australia