A multi-media campaign from the Australian Grand Prix Corporation (AGPC) launches this week via Ensemble to drive awareness and attendance at the 2015 Pramac Australian Motorcycle Grand Prix, the country's premier motorcycling event.
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.
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Jane Ballantyne, manager of marketing, AGPC Group: "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."
Says Justin
Ricketts, CEO, Ensemble: "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.
Says Kyle
Redpath, managing director of V.I.: "The relaunch of the MotoGP
website is the culmination of what we've learned in the past year
through managing and optimising AGPC's existing digital assets. The new
site focuses on delivering a fast and seamless ticket search experience
that gives patrons a clear and appealing view of options available at
the iconic Phillip Island circuit."
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