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Grip : November 2011
SPORT GRIP SuBARu fiNDS A NEW hOME iN NOOSA THE Noosa Multi Sport Festival has rightly established itself as one of the country’s major sporting contests, with a staggering 12,000 strong field taking part in a series of events that run across five days in the first week of November in the Sunshine Coast tourist centre. The highlight of the Festival is the Noosa Triathlon, a mighty test for the professional and amateur athlete across a gruelling 1.5 kilometre swim, 40 kilometre bike ride and 10 kilometre run. Subaru had a major presence across the entire five days of action in Noosa, with brand ambassadors competing, staff and dealers participating (and surviving), and a major presence for the soon-to- be-released XV at the highly popular Expo on Hasting Street. Dean Stuart, from Gary Crick Subaru in Maroochydore, formed a team with Subaru’s Chris Parkinson and one of his customers, Michael Shadfor th (a late replacement for Gary Crick himself), sharing the load but still feeling some pain. “It was hot but we did alright,” Stuar t said. “We just aimed to do the best we could. We trained OK, got a bit fitter, so it was good,” Stuart said. “We’re a bunch of competitive guys so we had a red hot go,” he added. And competitive they were. The combination finished in fourth place in the Masters Team competition in a time of two hours 34 minutes and 27 seconds, missing the podium by just 24 seconds. Subaru General Manager Marketing, Andrew Caie, was on-hand to witness the sponsorship in action, and even made it to the finish line of his first triathlon in a respectable time of 2h34m57s, well ahead of the average time of 2:45:42 for the 2684 individual men that took par t in the event. “Noosa was an opportunity to engage with a large group of people who have the perfect demographic to buy a Subaru and, more impor tantly, demonstrate to customers more generally that we relate to their interests and lifestyles,” Caie said. “Being able to build a relationship with customers outside of their straight decision to buy a car is vital positioning for us, and the Noosa Triathlon was a good first step. “We also worked with a number of our ambassadors – particularly Emma Snowsill, Courtney Atkinson and Ky Hurst – who are all a really good fit for the brand. “Subaru had naming rights sponsorship of the major cycling event on the Saturday and the King of the Mountain component of the Triathlon on the Sunday, which gave us plenty of exposure. “And the Subaru Tracker, the specially built App that allows friends and family to follow the progress of particular individuals, was also a big hit and a good way for us to get some cut through and relevance.” Dean Stuart is in no doubt that the sponsorship worked. “If you look at Noosa, and you look at the crowd that it attracts, this captures the exact audience we want to be in front of,” Stuart said. Subaru Ambassadors (L to R) Courtney Atkinson, Ky Hurst and Emma Snowsill Cour tney Atkinson wanted to make it four straight Nossa Triathlon titles, but had to settle for 10th. INSIDE GRIP HOME PAGE AFTERSALES PARTS & ACCESSORIES WHO’S WHO MARKETING AMBASSADOR TOURER CONCEPT BRZ CONCEPT STI BRAND COMPARISON DEALER RANKINGS SPORT
GRIP October 2011
GRIP December 2011