Case Studies

---

Chariots of Thunder: the Darwin Speedway campaign

Client: Darwin Speedway
Challenge: Reposition the speedway as a family night out without losing its appeal as a thrilling Motorsport.

 

Darwin Speedway is a not-for-profit sporting organisation committed to the staging and promotion of a range of speedway events in Darwin.

 

Once a fortnight they were putting on a motorsporting spectacle and each fortnight the same 1000 people turned up to watch. Our challenge was to help them increase spectator numbers.

 

Our research found that the Speedway had been promoting to an audience that was not interested. In response we led a rebrand of the Sprintcar series, Chariots of Thunder, then focused the marketing in a new direction.

 

Through creative repositioning and targeted communication strategies, the Speedway saw a 15% increase in family attendance and increased patronage from 1000 spectators in June to 4000 for the season finale.

 

The campaign earned Creative Territory both a national and state PRIA Golden Target Award for a Pro Bono Campaign.

 

Click here to download a PDF overview of this case study.

Click here to download a full copy of the case study.