A different kind of Christmas Party…

Our Christmas party raceday is one of the largest races on the Yarra Valley calendar, however, there was an opportunity to broaden our horizon and key target market to encourage smaller groups of customers to attend, rather than our traditional large corporate groups.

This was achieved by development of a new product - Festivus for the Rest of Us!

A tongue-in-cheek, slightly salty product, that we were able to use as the go-to-market lead for our entire raceday campaign.

Key Results

Achieved an increase in total attendance of 32.5% to 5,057 pax
• Achieved total pre sales for the event of just under $700k
• Achieved excellent package margins of 32% (excluding admissions)
• Achieved an increased in Raceday Profitability by 42% to $237k
• Achieved the successful development and implementation of two new ‘hero products’ in the Festive Enclosure and the VIP Lounge realising sales of $123k and 789 pax in year one.
• Achieved an increase our sales for various other existing products by 22% to 3582 pax - excluding our new hero products.
• $22,000 in racename sponsorship revenue - due to a new sponsorship sales pack developed.
• Reduced average CPC from digital advertising from $1.70 in 2016/17 to approx. $0.47. (not including social media)
• Social media CPC achieved only $0.27.

Traditional and Digital Advertising Budget: $8,200

My Role

My role included creative development (with the use of a graphic designer), execution and complete overhaul of the entire go-to-market strategy for the raceday.

I developed the marketing and communication strategy, and executed all elements personally. This included liasing with media outlets, developing radio ads (as well as participating in media interviews), digital production, copywriting, partnership and supplier engagement.

I was also responsible for the physical event space and all event management on the day.