Deliver the public relations and media strategy for Australia’s most iconic off-road race.


Raising awareness of the event and local tourism, we work with the Finke Desert Race Committee to develop and execute strategies to achieve widespread media coverage across Australia.

Our role with Finke is also extended to managing all event announcements as well as all at-event media relations, including crisis communications and the operation and management of the media centre.


Since 2018, we have implemented strategies to appeal to motorsport enthusiasts, holiday seekers and general audiences to raise the profile of the Finke Desert Race. Leveraging assets, particularly high-profile competitor Toby Price as well as the iconic Alice Springs tourist sites, we targeted these audiences, continuing to grow the event appeal via mainstream and new media.

A staple of the campaigns has been to profile the top 20 competitors in their local media outlets, continuing to tell the story of these athletes as well as other notable figures who compete in the annual race.

We have also managed the at-event media relations including accreditation procedures in line with Motorsport Australia and Motorcycling Australian guidelines as well as at-event announcements and asset distribution for interstate and national coverage.

The End Result

We have successfully continued the growth of the media coverage of the event, highlighted by the 2019 campaign which saw a 100% Increase year-on-year for total coverage (2018 vs 2019) with 270 earned coverage hits across all platforms.

We have also successfully secured coverage in lifestyle and mainstream channels including The Living Room, Sunrise, a lifestyle feature in Herald Sun and a tourism feature story on RPM.

Coverage Hits in 2019
Increase YoY From 2018
Online and Social Media Hits
Coverage hits in 2018