Red Agency was engaged by Events and Trade Fairs to roll out a public relations campaign to help drive attendance for the 2011 RACV Motorclassica at Melbourne’s Royal Exhibition Building.
The event is Australia’s premier classic and vintage car show. The 110 vintage and classic cars on display, valued at more than $100 million, provided an awe inspiring display that delighted enthusiasts and members of the general public alike.
To ensure continued momentum Red Agency put in place a carefully timed schedule of media announcements in the build up to the show including entry numbers, interesting vehicles and celebrity ambassadors.
Our media liaison was extensive and encompassed everything from national and international motoring media to mainstream metropolitan, seniors, lifestyle and travel outlets.
By leveraging the stories of the vehicles themselves as well as the human interest stories behind them we generated 49 substantial pieces in metropolitan, suburban and regional publications.
Our television pitching was also highly successful with TV highlights including four national weather crosses on The Weekend Today Show with Emma Freedman, a three minute feature on Channel Nine News, a Network Ten weather cross with Mike Larkan and items appearing on ABC and Ten news.
Event ambassador and UK racing legend Derek Bell, who was flown in especially for the event, featured on the nationally syndicated ABC 774 Conversation Hour with Jon Faine, 3AW with Denis Walter and 3MTR with Glenn Ridge.
Metro print highlights included the full back page of The Age, the front pages of Melbourne City Newspaper and The Senior plus features in Courier Mail and Daily Telegraph.
Coverage in mainstream media lifestyle supplements included page 3 of Australian Financial Review – Life & Leisure, The Age – Life & Style, Melbourne Magazine, The Age – M Magazine and Herald Sun – Live List.
Our efforts resulted in over 198 clippings with an equivalent advertising value of $906,858. Over 16,000 people attended the event over the course of the three days including such star names as Eric Bana, Jon Faine and Brodie Harper.
“Congratulations on a job well done. We were indeed very happy with the result you achieved.” – Paul Mathers, Event Director, Motorclassica.