THE CHALLENGE

The inaugural Grand Prix of Nations motor race came to Sydney in late 2005 and ICON was asked to help launch the race by building excitement in the lead up to the event, generate maximum publicity around the race and drive attendance. 

THE SOLUTION

ICON was contracted six months ahead of the race to manage all aspects of public relations and marketing leading up to the Australian leg of this international series of motor races.

The event, coined ‘The World Cup of Motorsport’, was part of a global package of races staged in countries such as the UK, Portugal, Dubai, South Africa, China, the US, Indonesia, Malaysia and Mexico, involving complex planning and execution.

ICON designed a comprehensive program to reach a diverse range of stakeholders including the general public, business, government, media, partners and motor and sporting enthusiasts.

We executed a detailed media relations campaign including communication of key news and organisation of promotional giveaways.

Our role included the establishment of an international media centre in Sydney, management of multiple press conferences in the run-up to the race and co-ordination of more than 200 journalists who visited Sydney from around the world.

As part of the project, we also liaised closely with Tourism NSW, the office of the NSW Premier, the Office of the NSW Tourism Minister, as well as the embassies of the 25 nations competing in the event

THE RESULTS

The carefully planned and executed program produced outstanding results including extensive media results with over 1,000 individual pieces of coverage. The campaign also drove strong ticket sales with attendance well surpassing organisers' targets.