SailGP

Sydney SailGP

Sydney SailGP brought together cutting-edge technology and awe-inspiring athleticism of sailing’s elite from six nations, for high speed, high adrenaline racing over two days on Sydney Harbour. Milestone was appointed as National Marketing Partner for 2019 and was engaged again to create and deliver the National marketing strategy and fully integrated marketing services including media buying and digital marketing for Season 2 in 2020. Sydney SailGP product included Behind the Scenes Team Tours on Cockatoo Island, official spectator boats on Sydney Harbour, on-water experiences including superyachts, charter boats and bring your own boat plus a VIP Shark Island experience.

Projects

2019 | Australian Marketing Partner

2020 | Australian Marketing Partner

Results at a glance.

10 M

IMPRESSIONS

10000

LINK CLICKS

0 %

DIGITAL ROI

0 %

MARKETING VALUE IN KIND

0 M

TOTAL REACH

STRATEGY

Milestone built on our 2019 strategy and identified six core objectives and developed an integrated event marketing strategy and campaign around these deliverables.

MARKETING

Milestone was responsible for the planning and implementation of a significant integrated global event marketing campaign.

DIGITAL ADVERTISING

A fully intergrated digital marketing compaign was deployed across Facebook and Instagram, video content across YouTube, LinkedIn, Search Engine Marketing, content marketing and remarketing.

SOCIAL MEDIA

Integrated content pieces, marketing, product and key messaging across all social media channels.

BRAND + DESIGN

Developed creative for key campaigns including “Hometown Hero”, “Front Row Seat”, “Get Ready to Take Off” and ticketing moments and product types.

CONTENT + COPYWRITING

Developed campaign headlines, website content, eDM content and all content for print, digital, OOH advertisements and content clips.

MEDIA PLANNING

A significant media plan was developed, managed and executed across digital, magazine, news, event insert, OOH, TVC and residential mail.

TICKETING

In 2019, Milestone provided the ticketing platform and ticketing management service. In 2020, we provided ticketing consultancy services including product, pricing and packaging, event day manifests and delivered event day front of house and customer service.

EVENT MARKETING

Milestone was appointed as National Marketing Partner in 2019 and 2020 to manage and oversee all elements of marketing and promoting the event including advertising, alliance marketing, tourism, ticketing and promotions

Season 2.

Milestone was responsible for the season 2 event strategy and marketing.

The strategy included acquisition of new non-traditional sailing audiences including a 25-35yo male and female “Insta” crowd. It included a significant brand campaign to bolster the profile of this emerging sport in Australia plus a destination marketing campaign to promote Sydney and Australia as the event location which was supported by Tourism Australia plus and an event marketing campaign to sell tickets to fans.

Despite the impacts of significant bushfires and the travel impacts from the worldwide COVID-19 pandemic, the campaign proved successful in terms of ticket sales, increased visitation from key and new markets and broadcast. All indicators were exceeded including (Source: Deloitte Economic Impact report) which have been provided in this submission.

Due to the campaign’s outstanding success, Milestone’s strategy and approach will be used as a blueprint by SailGP global and host city marketing teams including France, New York, San Francisco, UK, Denmark (others to be announced), when the season returns in 2021 post-COVID.

Thank you for the marketing report - it is comprehensive and I have enjoyed working my way through it. I also have received feedback from other colleagues who have been reading it also.
Leah Trafford, Race Director, SailGP