Case Study: Sydney Dragway

05 Mar Case Study: Sydney Dragway

Santo’s Summer Thunder is a motorsport carnival held at Sydney Dragway from the 18-19^th of January. Coinciding with their celebration of ‘15 years of power’ at Sydney Dragway, event management were after a comprehensive merchandising and marketing strategy to boost awareness of the event and maximise sales of branded merch.

Overview

Client Name: Sydney Dragway
Market segment: Sports
Business size: Large
Scope: Event

The Brief

Sydney Dragway were after a comprehensive merchandising and marketing strategy to boost awareness of the event and maximise sales of branded merch.

Our Solution

To elevate the success of the event for our client, Lifestyle Australia devised and executed a complete marketing campaign that incorporated elements of email marketing and social media marketing and sales in the weeks leading up to the event. These elements directed users to the official online merchandise store we had developed for the event, complete with analytics for all aspects of the campaign.

With superior capabilities and extensive experience in event merchandise, our team were also responsible for assisting with design, manufacturing and delivering all official merch to the client pre-event. To assist the client in maximising sales opportunities, the Lifestyle Australia team worked onsite at the event to manage and distribute merch to both racers and spectators.

The Result

As a result of our combined efforts, Santo’s Summer Thunder was a huge success, drawing in massive crowds from all over the country. Through promoting across various platforms, all styles of event merchandise were a big hit with customers pre, during and post-event, with a healthy 2.38% conversion rate for the online store and extensive sales onsite over the two days. The client was impressed with marketing results and the overall outcome of the event, which was a huge success for all spectators who attended on the day.

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