No man is an island. Except Phil. Meet Phillip Island (mates call him Phil). He is the ultimate MotoGP fan who has made the Phillip Island racetrack his home, literally.
With a serious awareness issue and some strong rational barriers to attendance, the Australian Grand Prix Corporation had to establish a new emotional connection with an untapped motorcycling enthusiast audience.
This low budget campaign delivered a 10% lift in attendance, 19% revenue increase and 26% increase in sponsorship post event. In its second year the campaign is 35% ahead of target and has already sold every grandstand seat 2 months out from the event. Effies and AC&E finalist 2016