For the second year running TLA worked with the South Australian Motor Sport Board to create a fresh new PR campaign featuring a series of creative media launch initiatives designed to help the Clipsal 500 Adelaide engage with new audiences.
With a focus on building awareness over a sustained period, TLA strategically staggered launch announcements throughout the month of October resulting in a 100% increase in media coverage compared with the previous year. Two top of the line Ferrari’s arrived in style on Adelaide’s Riverbank Footbridge for the launch of the world’s best known automotive brand, and off-road racing star Robbie Gordon flew in from the US to put on a spectacular preview for media in his Stadium Super Truck.
TLA and Clipsal 500 race organisers also partnered with Red Bull Racing Australia to take over the streets of Adelaide’d CBD on the eve of the 2015 Clipsal 500. Fans flooded the streets to see V8 Supercar drivers Jamie Whincup and Craig Lowndes take their Red Bull Racing Holden Commodore on a ‘hot lap’ around Rundle Mall under police escort. Lucky fans also had the opportunity to challenge Lowndes and Whincup to a pit stop challenge in the middle of Adelaide’s busiest shopping precinct. The stunt, which was designed to bring the race to new audiences, generated over 30 stories including national online and TV coverage on Ten, Nine, ABC and Fox Sports.
TLA’s total PR coverage for Clipsal 500 was significantly higher than the previous year, and the overall crowd for the four-day event topped 285,000 – the third highest attendance in the event’s 17-year history.