The Australian Grand Prix Corporation and agency Ensemble this week are launching an integrated campaign aimed at igniting the sensory experience of live Formula 1 racing, targeting motorsport fans and the wider interest of event goers across Australia.
The Australian Grand Prix Corporation (AGPC) hosts one of Australia’s largest international events and each year the F1 seeks to attract new as well as loyal fans to the event. The new campaign is called ‘F1. for Real’.
“Rather than delivering the same communications featuring drivers on the track as in recent years, our ‘F1. For Real’ campaign focuses on what the event offers the fan,” Ensemble managing partner Harry Preston said.
“It’s a tactile and sensory experience highlighting the noise, the smell, the vibrations and even the chance to take selfies with their heroes. The ultimate aim is to inspire people to swap their TV remote at home for a ticket to the live event.”
Australian Grand Prix Corporation CEO, Andrew Westacott added, “You have to understand the emerging needs and trends of your fans, which is why we are continuously looking at ways to innovate and improve the event experience.
“This year we’re focusing on creating more unique social atmospheres and offering fans a variety of on-and-off track entertainment that has never been seen before at the Australian Grand Prix. We are aggressively shifting the paradigm of fan experience.”
The new platform broadens the appeal of F1 and targets a wider base of attendees with potential for growth including social event goers, families and corporates. The ‘F1. For Real’ communications include a TVC, outdoor, print, radio, digital display, new corporate hospitality content and brochure design.
As a part of the brand refresh the grandprix.com.au website has also been rebuilt and designed by digital partner VI.
“This new campaign will deliver an instant taste of the atmosphere, glamour and excitement of the Formula 1 Australian Grand Prix,” Westacott added.