MotoGP - Phil Island

No man is an island. Except Phil. Meet Phillip Island (mates call him Phil). He is the ultimate MotoGP fan who has made the Phillip Island racetrack his home, literally. 

With a serious awareness issue and some strong rational barriers to attendance, the Australian Grand Prix Corporation had to establish a new emotional connection with an untapped motorcycling enthusiast audience.

This low budget campaign delivered a 10% lift in attendance, 19% revenue increase and 26% increase in sponsorship post event. In its second year the campaign is 35% ahead of target and has already sold every grandstand seat 2 months out from the event.

Effies and AC&E finalist 2016