TLA have been retained by SATC since 2017’s race to drive PR to push last minute ticket sales and promotion of the Adelaide 500, opening round of the Virgin Australia Supercars Championship.
TLA develops and implements PR strategies for the event, working closely with A500 stakeholders including various South Australian Tourism Commission departments and staff, Supercars, team PR representatives and drivers from all teams to optimise coverage in the lead up to the event.
For event week and during the racing days, TLA manages media accreditation and the media centre and is also tasked with managing any event crisis/issues management, distribution of daily media diary, facilitating live and weather crosses, liaising with stakeholders and suppliers to set up media events on track. Through built relationships, TLA has been able to maximise media activities with the event host broadcasters (Ten and Fox Sports) and facilitate last minute requests with non-broadcast right media.
Key PR results for the campaign over the years have included; two separate Channel 10 BBL interview opportunities broadcasted to approximately 800,000 viewers Australia wide on both occasions, multiple driver feature stories in the Adelaide Advertiser in the lead up to the event, five days of front page coverage with the Adelaide Advertiser in event week, an unprecedented front page coverage 4 weeks out from the event and multiple live and weather crosses with both broadcast and non-rights holder outlets.