Anya Lorimer from Sprout and Tracy Jones from Creative Territory accept the award from awards MC Mike Willessee

home | about us | news | case studies | our people | contact us Creative Territory leads consortium to win national Golden Target Award 15 October 2007 A campaign to promote Darwin Speedway developed by a Darwin consortium of creative companies has won a national public relations award. The ‘Chariots of Thunder’ campaign – run in 2006 to attract people to Speedway events – was awarded the Golden Target Award for a Pro Bono campaign by the Public Relations Institute of Australia at its annual awards in Sydney on Monday 15th October. Three local companies – public relations strategist Creative Territory, creative design agency Sprout and marketing technology expert Captovate – worked together to create and implement the campaign. They formed a consortium called the Creative Thinktank, a group of creative professionals that develops marketing campaigns for not-for-profit organisations on a pro bono basis.  The Creative Thinktank continues to work on a pro bono basis for not- for-profits as well as on a paid basis for other clients. Thinktank founder and Creative Territory director Tracy Jones said the win was a demonstration of the strength of the local creative market.  “Too often we’ve seen local companies send their creative work interstate because they think they’ll get a better result,” she said. “The Creative Thinktank gives us the opportunity to show that’s not the case, and this award is further proof that the Territory can strut its stuff with the best in the business.” The national award judging panel said the Chariots of Thunder campaign had achieved the highest level of excellence. They commented: The Chariots of Thunder campaign aimed to reposition Darwin Speedway racing and turn around declining attendance. This campaign had all the hallmarks of a well planned and well executed public relations campaign.  It began in the planning stages – with clear objectives and excellent research to guide decision-making. As a result target audiences were clearly identified and the communications strategy effectively met branding and marketing goals. Good to see evaluation that included a repeat survey to quantify outcomes. The campaign was simple yet focussed, innovative and professional. Download a full copy of the Case Study Download a printable version of this story