Motorcycle Grand Prix ad campaign switches focus to ‘risk-taking’ nature of sport
Marketers have turned the spotlight on the energy and high risk nature of professional motorcycling as they prepare to launch a six week promotional blitz ahead of next month’s Australian Motorcycle Grand Prix.
The focus is a departure from last year when the Australian Grand Prix Corporation promoted the personalities of the sport. This year, the TV, print, digital and outdoor campaign will showcase the speed and excitement of the sport in a bid to attract fans to Phillip Island over the weekend of October 17 to 19.
TV ads kick off on Network Ten and SBS in Sydney and regional New South Wales this weekend with Melbourne and regional Victoria following on September 21. AJF Partnership, which has worked with the Australian Grand Prix Corporation for four years, created the campaign.
What is with that terrible voiceover?
Wow, that is truly terrible. They certainly don’t defy the laws of nature at all, they simply exploit them. A single track vehicle leans in to a corner and the gyroscopic forces of the wheels stand it up again. No defiance required. And the only time they defy gravity is the plane trip to Australia. Honestly, a highly technical sport should really get the technicalities right if they want the message to be respected by riders.