Dentsu Aegis Network Agencies Collaborate For New Victorian Motor Racing Event

Dentsu Aegis Network Agencies Collaborate For New Victorian Motor Racing Event
Sarah Bamford
By Sarah Bamford



Dentsu Aegis Network (DAN) agencies MKTG, Haystac and Isobar will collaborate as the marketing powerhouse behind a new major Victorian motor racing event, Targa Florio: Australian Tribute 2017.

The Dentsu Aegis Network agencies were appointed by Melbourne-based consulting company, the iSTEEM Group, after it beat a consortium from Florida to officially and exclusively secure the Targa Florio’s hosting rights for the next five years.

The Targa Florio event has been running for 101 years and, in a major coup for Victoria, this will be the first time the event has taken place outside of Sicily.

Demonstrating the collaborative power across the Dentsu Aegis Network, MKTG will handle event management, sponsorship, permits, logistics, licencing and creative; Haystac will look after PR and talent amplification; and Isobar will take care of the event’s website

Matt Connell, managing director of MKTG Australia, said: “Our involvement in Targa Florio truly demonstrates the might of our network as our agencies combine to support this new event across all channels.

“Targa Florio has the potential to be huge in Victoria, and we are looking forward to influencing its success with our support in everything from event management to PR and digital asset development.

“In just a few short months, we have already seen huge interest in the event. Along with the F1 Grand Prix and Moto GP, Targa Florio is here to cement Victoria as the car racing capital of Australia.”

John Caniglia, director of iSteem Group, said: “The team at MKTG and the wider Dentsu Aegis Network were pivotal in securing this event for Victoria, and they are going to be a great part of the team that makes Targa Florio: Australian Tribute a reality and a success.

“Working with one group that can provide such diverse support across all marketing channels will ensure that we have continuity in the event management, sponsorship support, owned assets and promotion of Targa Florio.”

The inaugural Targa Florio: Australian Tribute is a four-day event showcasing the best of Victoria, starting in Geelong on Thursday 30 November.

It will tour the Bellarine Peninsula, Great Ocean Road, Mornington Peninsula, Yarra Valley and Dandenong Ranges, culminating in Docklands on Sunday 3 December.




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