Motorfest & Mini Motorfest

OBJECTIVE

• Showcase the new area of the business, NRMA Holiday Parks, & acquire new customers at selected events.

Planning

• Briefed creative teams for new “pop up” event stand concept for NRMA Holiday Parks, managed the creative development, approval & production process to install at events. Ensured longevity of design and adaptability to different sizes & event locations.

• Sourced & ordered all merchandise including specifically branded merchandise.

• Sourced & ordered any furniture needed for the “pop up.”

• Developed acquisition offers based on the target markets at the events, managed staff, obtained permits, developed collateral including digital assets, tested the offer entry mechanics & all components, ensured draws were carried out to OLGR regulations & notified the happy winners!

Execution

• Motorfest - “Enter to WIN a free family holiday at one of NRMA’s holiday parks.”

• Creative included messaging integrated into the “pop up” event stand, promotional collateral, entry flyers & competition box.

• Integration with broader NRMA Motorfest event with a live cross feed from activities at Hyde Park & a visit of animals from Taronga Zoo, to attract families to our stand in the “holidaying precinct” at Martin Place.

Results

• As the largest vintage car show in the southern hemisphere, Motorfest attracts >400,000 visitors to view the spectacle along Macquarie Street, Hyde Park & Martin Place on Australia Day.

• The “pop up” was well received receiving significant foot traffic on the day.

• Received 10,523 competition entries, 70% new customers.

• Activations were a great way to increase awareness & source new leads for Holiday Parks.

• Following events, opted-in customer details were uploaded to the database to be included in eDM communications & regular special offers.