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Grip : GRIP August 2011
MARKETING GRIP XV HAS IMPACT ... CONT. IN 2011, Subaru Australia is a sponsor of Australia’s premium multi-sport (triathlon) festival - a series of four races hosted in Mooloolaba, Sydney, Cairns and Noosa, organised by USM Events. It’s the premier series in this popular sport, attracting up to 40,000 spectators and between eight to 12,000 competitors at each event. Next up is the Noosa Tri Multi-Sport Festival in October, and it is always one of the favourite events for athletes and fans alike. Every year national and international competitors and spectators flock to Queensland’s shores to witness not only Noosa’s most prominent annual festival, but also Australia’s largest triathlon event and the largest Multi-Sport Festival of its kind in the southern hemisphere. Subaru Australia General Manager Marketing, Andrew Caie, says the involvement with triathlon is working well for the brand. “Through our participation, we aim to actively make the NOOSA TO HOST NEXT SUBARU TRIATHLON triathlon experience more fun and enjoyable for the thousands of athletes and spectators alike, through online and on-site activation before, during and after events,” Caie said. “Our Multi-sport ambas- sadors and Olympians – Emma Snowsill, Courtney Atkinson and Ky Hurst - are committed to helping us make these experiences even more exciting. “At each regional event, a prominently positioned Subaru display area enables us to showcase vehicles “The way the video of the sculpture spread was a real display of the power of viral marketing. “The pick-up on websites and the way the video was pushed around via email was amazing. “We are really pleased to have an on-going relationship with Perisher. “It’s a more dynamic relationship than in the past with Subaru and Perisher teaming up to provide an exclusive of fer for Subaru owners. “This year, Perisher has said goodbye to those old paper tickets and introduced a new system – MyRide. Along with faster lift access at newly installed gates, a MyRide Club card gives you access to discounted lift tickets, ski hire, accommodation and more. “We were able to offer 500 Subaru customers a free MyRide Club card – normally valued at $49. “Naturally, these kind of promotions allows us to further strengthen our relationship with Perisher and their guests.” and provide our local dealerships, such as Cricks in Mooloolaba and Trinity in Cairns, the opportunity to speak to a dedicated audience, plus get a real feel of what happens to Subarus after they leave our showrooms and are in the hands of our customers. “To truly make our mark, Subaru’s development and launch of the mobile ‘Athlete Tracker’ at the Cairns long course race enabled people around the world to follow the progress of athletes on their mobile phones, iPads, laptops and desktop computers. “The good news is this tracker technology will be available for other Subaru events, apart from the sport of triathlon. “At the Noosa event the wheels are in motion to make sure this experience is memorable for everyone, including an enhanced athlete tracker system, Subaru owner VIP areas, athlete assistance, bike mechanical checks, greater opportunities to showcase vehicles and much more.” INSIDE GRIP HOME PAGE PARTS & ACCESSORIES AFTERSALES NEW PRODUCT MARKETING NEWS WHO’S WHO SALES BY STATE BRAND COMPARISON DEALER RANKINGS SPORT CONTACT GRIP Editor
GRIP July 2011
GRIP September 2011