2015 was TLA’s second year managing the PR and media at the Coates Hire Rally Australia in NSW. Working alongside the internal media team, TLA’s role was to proactively seek mainstream media coverage across the Eastern Seaboard and Queensland ahead of Round 10 of the World Rally Championships in Coffs Harbor, 500km north of Sydney.
After a successful campaign in 2014, TLA took a new approach to the campaign by offering media the opportunity to experience Rally driving at Eastern Creek. Furthermore, TLA leveraged race ambassador and Ironwoman champion Courtney Hancock to gain coverage in the lead up to the event and for Rally Australia’s content production during the race in Coffs Harbor. An additional point of difference in 2015 was working alongside the international teams to ensure there was access to some drivers in Sydney the weekend before the event, resulting in having world champion Sebastian Ogier for a media tour across all mediums.
With several PR wins prior to the event, momentum continued to build during the race with coverage exceeding previous years to tally 189 pieces across radio, TV, print and digital platforms.