Santos Tour Down Under

AUSTRALIA’S GREATEST CYCLING RACE

SENIOR ACCOUNT MANAGER · CAMPAIGN PLANNING · STRATEGY

Per Event
$63.7M economic impact
810,000 spectators
46,000 interstate visitors

I was fortunate enough to be a key member of the pitch team who successfully won the Tour Down Under account in early 2019. I was a key strategist and account manager for the 2020 event’s new branding. This included managing the successful roll-out of all creative collateral for an integrated multi-channel campaign, that included TV, digital content, digital display ads, social media, press, print and large format outdoor.

The Tour Down Under is the largest Festival of Cycling in the southern hemisphere, bringing hundreds of thousands of national and international visitors to South Australia. Our pitch-winning strategy was anchored in our understanding of where the event wanted to take its brand: to the level of the world’s most prestigious sporting events.

It’s a multi-faceted event that mixes the best of international cycling, the idyllic South Australian tourism regions, and the state’s delicious food and wine – a festival that takes over the city with concerts, pop-up venues and rides for all ages and abilities.

The campaign positioning needed to consider the interests of councils and regions, as well as align with the broader SATC objectives. It also needed to be visually interesting to showcase our state in the best possible light and deliver on visitation targets. There were also multiple audiences to reach, as well as messages to convey in the lead up to the event. This involved careful strategic planning to ensure we were injecting new energy into the brand without alienating any of the audience segments.

With a new look and feel that really made some noise, we took this opportunity to showcase our stunning State to Australia and the world – and like the cyclists, it’s was great to see our work performing on the world stage.