More than 50,000 individuals run the Ports of Auckland Round the Bays every year, and there are more than 300 BBQ sites that are purchased by businesses and organisations, which help drive the sign up of individuals to the race
My role was to build a campaign that attracted and engaged businesses and teams to purchase a post-run BBQ site, with a budget of less than $10k
I created a campaign that targeted prospects in order of likelihood to purchase a BBQ site, with previous purchasers of sites being the focus of most of the attention of the campaign, followed by those organisations who had previously entered teams, but not bought a BBQ site, and then other identified prospects.
The strategy included direct mail, content marketing and print advertising through Stuff publications, targeted LinkedIn advertising and EDM marketing.
The result was 80% of the 2019 sites sold within one month of launching the campaign, and all sites sold by race day – an increase of 20% of sites on the year before.