Sydney Harbour Concours d'Elegance
It is a renowned event that showcases some of the world’s most exquisite and rare automobiles. Held annually at Sydney’s iconic waterfront, it attracts a discerning audience of car enthusiasts, collectors, and industry professionals. Despite its high profile, the organizers aimed to improve their digital marketing efforts and enhance on-ground event organizing to boost attendance and engagement.

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Challenges
1. Limited Online Visibility: The event’s online promotional activities were limited, resulting in a lower-than-expected reach and awareness.
2. Event Coordination: Coordinating the event on the ground posed logistical challenges, affecting attendee experience and event flow.
3. Audience Engagement: There was a need to increase engagement and participation from attendees both online and on-site.
Our Approach
We implemented a two-pronged strategy focusing on Pay-Per-Click (PPC) advertising and on-ground event organization to address these challenges.
Pay-Per-Click (PPC) Advertising:
- Targeted Ad Campaigns: Launched highly targeted PPC campaigns on Google and social media platforms, focusing on car enthusiasts, collectors, and relevant industry professionals.
- Ad Creatives and Landing Pages: Developed compelling ad creatives and optimized landing pages to improve click-through rates (CTR) and conversion rates.
- Performance Monitoring: Continuously monitored and adjusted the campaigns based on performance data to maximize ROI.
On-Ground Event Organizing:
- Comprehensive Planning: Created a detailed event plan covering all aspects of the event, including logistics, scheduling, and contingency plans.
- Vendor Coordination: Coordinated with vendors and exhibitors to ensure seamless setup and operation during the event.
- Engaging Activities: Organized engaging on-site activities such as live demonstrations, interactive displays, and workshops to enhance attendee experience.
Results
- Increased Online Reach: The PPC campaigns resulted in a 300% increase in website traffic and a significant boost in event registrations.
- Improved Event Experience: On-ground event organizing led to a smoothly executed event, with positive feedback from attendees regarding the organization and activities.
- Higher Engagement: Attendee engagement increased significantly both online and on-site, with a notable rise in social media interactions and participation in event activities.
Services Provided
- PPC Advertising: Creating and managing targeted PPC campaigns to increase online visibility and registrations.
- Event Planning and Logistics: Detailed planning and coordination to ensure a seamless event experience.
- Vendor Coordination: Managing vendor relationships and logistics for smooth event execution.
- Interactive On-Site Activities: Organizing engaging activities to enhance attendee experience and participation.
Conclusions
By leveraging targeted PPC advertising and meticulous on-ground event organizing, Sports Media Agency successfully elevated the Sydney Harbour Concours d’Elegance’s profile, resulting in increased attendance and engagement.
Visit Sports Media Agency to learn how we can help elevate your events with our comprehensive marketing and event management services.