A multi-media campaign from the Australian Grand Prix Corporation (AGPC) launches this week to drive awareness and attendance at the 2015 Pramac Australian Motorcycle Grand Prix.
Central to the creative work is a new character, Phil Island, a die-hard MotoGP fan who calls the world-famous Phillip Island Grand Prix Circuit home. His call to arms entices a newly identified dual audience of motorbike lovers and sports fans to join him and make the pilgrimage to Phillip Island this October.
Jane Ballantyne, AGPC group manager of marketing said: “Our research identified an untapped audience who love the sport of MotoGP and are watching the racing in significant numbers, but not making the trip to Phillip Island – the pinnacle of Motorcycle racing in this country. Hence we have made a shift to the way we are communicating.”
Justin Ricketts, Ensemble CEO, said, “We needed an affable, engaging campaign to broaden the reach of this event. It’s not just for MotoGP fans, but every fan of two wheels. Yes, Phil is an unusual character, but one who is very relatable and instantly makes you feel at home.”
The new campaign will be the first creative work from Ensemble since being appointed as lead agency for the Australian Grand Prix Corporation (AGPC) in February this year. The campaign includes digital content, a TV commercial, radio, digital display and social media applications.
AGPC also worked with digital agency V.I. to redesign and replatform motogp.com.au