Sports Marketing Summit: ‘Being a fan of Formula 1 is difficult in Australia’
Mumbrella’s Sports Marketing Summit returns to Sydney this month. Joel Mackenzie, division manager – digital, at Australian Grand Prix Corporation, explains how, when it comes to marketing the F1, it’s all about personalisation.
Marketing is at the heart of what you do. What are the key brand and marketing principles that you follow in your role?
We spent a lot of time trying to understand the role that we (the Australian Grand Prix) play for people as opposed to Formula 1.
From a digital marketing and owned channel perspective that’s led to a really rich understanding of who our audience is in the face of a rapidly evolving fan demographic and can attribute most of our successes – particularly in the social media space – to the creation of community.
Being a fan of Formula 1 is difficult in Australia given it mostly happens while we’re asleep and we’ve seen a real solidarity within Australian fandom and been able to leverage this commonality to create connection and ultimately more meaningful engagement.
