Global Motorsport Campaign Strategy – Australian Grand Prix Corporation (AGPC)

This strategic marketing campaign was developed as part of a high-level university consultancy project for the Australian Grand Prix Corporation. Our objective was to address AGPC's business challenge of increasing international attendance at its events, specifically by tapping into China's growing middle class.

The proposal combined audience segmentation, platform strategy, and partnership development to craft a digital marketing solution leveraging Chinese platforms such as WeChat, Weibo, and Trip.com. Drawing on frameworks like PESTLE, Ansoff Matrix, Balanced Scorecard, and Maslow's Hierarchy of Needs, we created a multi-phase rollout to build AGPC's global presence and drive measurable tourism outcomes for Victoria.

My contributions included:
• Designing the desirability component of the campaign strategy using market research and consumer psychology.
• Presenting the pitch to an academic panel and producing presentation materials aligned with AGPC's brand voice.
• Collaborating with a cross-functional team to ensure data-driven recommendations and creative cohesion.