Australian
Grand Prix
An overview
The Australian Grand Prix Corporation is the primary organiser of the Australian Grand Prix (AusGP), a major sporting event, held yearly at Albert Park Racecourse in Melbourne, Australia.
The AusGP event was going through a major brand evolution and I was onboarded to assist in the finessing, facilitation and adaption of the brand in a major marketing campaign to promote the F1 race in Melbourne. I was heavily involved in creating branded assets for all primary touch-points which included OOH print and digital, editorials, web advertising, content for ongoing various social media campaigns as well as assisting the video production team with artwork and graphics for high-impact hype reels. A high volume of branded assets were also required with custom builds, activations and branded panelling across the whole event.
‘Live Fast’ campaign objectives
Open the event to wider audience with targeted campaigns to attract particular demographics. (ie; ‘Fanatics’ (Hardcore F1 fans), Families (Mums and Dads) and ‘Culture Vultures’ (Influencers and non-F1 fans).
Curate an expansive, all-inclusive brand marketing campaign to create awareness of the new brand facelift and promote the event.
Creation of an enhanced event experience for attendees with the introduction of new activations, branded activities and new opportunities for engagement with Formula racing.
Assist Digital and Video teams in delivering high impact brand assets and generate high engagement rates.
Major social media campaigns pre-event and live, moment-by-moment content
Designed branded social content for the lead-up to the event, the GrandPrix event app as well as curating live, moment-by-moment content and updates for the entire 4-day event’s races.
Targeted mini-campaigns to increase fan engagement on social platforms and with each days event schedule.
All major social media platforms were engaged for the brand campaign roll-out as well as digital OOH advertising with external agencies.
‘In the Fastlane’ podcast
The official podcast of the Australian Grand Prix. The series focuses on interviewing high-profile motorsport figures from around the world to help tell the story of Australia’s rich history in motorsport, as well as connecting fans with all the latest from the inside the worlds of Formula 1 and MotoGP.
Re-designed the ‘In the Fastlane’ sub-brand to help drive official partnership and fan engagements and grow the podcast’s core listener base.
Brand
Outcomes
Record breaking attendance of 419,114 F1 fans making it the highest attended weekend sporting event ever in Melbourne from Thursday 7th April to Sunday 10th April 2022.
Successful multi-channel marketing and social campaign attracted people from all ages outside of the general F1 fanbase. This was an event to be seen and experienced even you weren’t a racing fan. All Premium Stands and Race Day (Sunday) tickets were sold out
High brand visibility and impact - touch points across all mediums including OOH advertising, editorial, web advertising and site take-overs, social media as well as highly visual moving custom pieces such as the Live Fast Tram Wrap (top right). Post event souvenirs such as the GrandPrix Coffee Table book (right) was a welcomed gift for official partners.