SailGP
KMPG Australia Sail Grand Prix | Sydney
Milestone has worked with the KPMG Australia Sail Grand Prix | Sydney since 2019, on strategy, and execution of fully integrated sporting event marketing campaigns including creative, digital, ATL media buy, below-the-line marketing and stakeholder marketing, yielding over 352.4M across 6 years.
Services:
Event Marketing Strategy, Media Planning & Buying, Digital Marketing, Alliance Marketing, Social Media Marketing, eDM Campaign, Promotions, Creative & Design
2019 - 2025
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Approach
Milestone crafted the event marketing strategy, executed campaigns and promotions, and handled media planning and buying, digital marketing and creative. The objectives for the campaign were to increase brand awareness, and fan growth, boost broadcast viewership, and drive ticket sales for the event program in priority markets. Being our fifth campaign for SailGP, we used insights from past successes to drive brand awareness, fan growth, broadcast viewership, and ticket sales in key markets.
Event Marketing
Milestone developed and executed a comprehensive event marketing strategy, including campaign management, promotions, and media planning. Leveraging insights from previous campaigns and years of experience with SailGP in Australia, we refined our approach with fresh, creative ideas. This led to exceeding our 2025 visitation KPI by 102%, fueled by long-term strategic local, national and international marketing and travel campaigns to drive overnight stay and economic impact.
352.4M
Total Eyeballs (Over 6 Years)
90%
Tickets Sold
8 Months
Campaign Length
Media
The 2025 media strategy maximised reach by targeting key audiences like the On-Water Community, Sports & Adventure fans, and SailGP fans. This was achieved through strategic placements across Nova Entertainment, 2GB, Time Out, Broadsheet, News Corp, and Wide World of Sport, plus OOH with Ooh! Media, JC Decaux, and Torch Media. We also featured in print publications like Afloat Magazine, Kia Ora, and Qantas Magazine.
30.6M
Total Eyeballs
55.52%
VIK
Digital
For the 2024 digital campaign, Milestone implemented a new strategy that facilitated the real-time exchange of data between channels across Meta, GSN, TikTok, and Real Time Bidding and implemented an omnichannel customer journey and conversion optimisation strategy, allowing for ongoing improvements and audience optimisation. We adjusted campaigns and budgets to target lower-performing ticket types, ensuring the best return on ad spend (ROAS) throughout.
100K-150K
Investment
25.7M
Paid Digital Impressions
4.9x
ROAS
Social & Content
For the 2024 campaign, Milestone produced content and copy for event-specific posts across Instagram and Facebook including various sold & selling FOMO content, countdown posts and ticket-type spotlights.
239K
Reach
81.08%
Follower Growth (Avg)
5.8K
Engagements
Design
Milestone developed the hero artwork for the 2024 campaign, which became the central visual element across various touchpoints. The design was showcased across media buys, alliances, social media platforms, digital media, event listings, and eDMs, ensuring a consistent and engaging brand presence throughout the campaign.
Sailing’s Greatest Athletes. Iconic Harbour. Flying F50s.
High-Speed. High Drama. High-Performance. Iconic Destination.
