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Marketforce rallies to the right cause

MARKETFORCE has beaten the competition to the line and picked up the local Telstra Rally Australia account, estimated to be worth about $250,000.

It’s understood Marketforce pitched for the account against seven other local agencies, including incumbent agency 303.

Marketforce will now go to work to create a brand image for the rally, which is used on all the promotional and advertising material.

It’s an exciting opportunity for the local agency to be involved in one of Perth’s most lucrative tourism events.

The media buy for the account makes up a large part of the budget, however the opportunity to develop the brand for the 2002 Telstra Rally Australia is an exciting opportunity, according to Marketforce general manager Paul Yole.

“It’s basically creating a visual image for the event and all the media advertising, “ Mr Yole said.

Events Corp, a division of the WA Tourism Commission, runs Telstra Rally Australia, so the marketing activity is all managed out of Perth.

The finer details for the brand image for the rally are not nailed down yet but the natural association between boys and fast cars is likely to endure.

“It’s too early to say whether they want to do anything radically different,” Mr Yole said.

Three creatives have been assigned to the team – Matt Garbutt, David Morgan and Mike Edmonds, who worked on the account at 303.

The account also requires that the advertising agency works closely with all the event sponsors. The event, in late October this year, attracts record numbers of motor racing enthusiasts to the city and is a valuable corporate entertainment platform for a number of businesses in town.

Tourism Minister Clive Brown claimed the Telstra Rally Australia generated around $20 million for WA last year.

The WATC estimated the event generated more than 56,000 visitor nights for the hotel industry and the official hotel, the Sheraton Perth Hotel, estimated the event delivered a commercial return of $600,000.

The contest for the Telstra Rally Australia will have served as a good warm-up exercise for Marketforce ahead of the WATC pitch in April.

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