Australian Grand Prix

The Brief

Hatching Communications and our collaborator, Jodi Crocker of Social Set Media were engaged to implement the publicity campaign for the 2019 Australian Formula 1 Grand Prix from the 7th December 2018 to the 31st April 2019.

The campaign brief was to create a strong connection with Victoria’s Visitor economy and to highlight event offerings that elevated the Formula 1 Australian Grand Prix’s association to Melbourne’s longstanding reputation for fine food and hospitality.

The Strategy

  • Develop overarching strategy for AGPC connected to Victoria's Visitor Economy 

  • Develop communications strategy and campaign tactics specifically highlighting the event's connection to fine food

  • Secure and collaborate with event partners, chefs and food influencers

  • Stakeholder management and campaign coordination with partner PR teams

  • Establish international influencer strategy in consultation with Visit Victoria and Tourism Australia (targeting the southeast Asian market)

The Results

  • The PR activities resulted in extensive social media exposure from attending guests, 16 online articles, 3 broadcast segments and 6 print placements

  • The published coverage was 100% positive in sentiment

  • The coverage achieved reached a total audience of over 79.5 million netting a publicity value of $5,184,122

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