Holden’s final Bathurst 1000

This post was written by AME

It’s common knowledge that Holden is deeply embedded in Australian motorsport folklore, acquiring a die hard, loyal fanbase that rival brands could only dream of generating.
 
After parent company General Motors decided to cease the Holden brand, the pressure was on to come up with concepts and ideas that would go above & beyond giving Holden the send off it deserved. See below how AME worked to complete such a task:
 
 
 

RED BULL HOLDEN #THANKSHOLDENFANS LIVERY LAUNCH, MEDIA CALL & VNR

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On the 13th of October (Tuesday of Bathurst race week), AME sent out a media call to the mainstream media along with personalised phone calls to the local media. The result? All the major networks in attendance, and a subsequent VNR and press release that was sent out to 900+ specific contacts. 

 
Media Call
 
 
 

BATHURST LEGENDS SHORT CONTENT CLIPS

The management of Holden Motorsport Social Media channels required a blend of fresh & historic content to appease a range of demographics; from the old time hardcores, to the new age Supercars fans. The Bathurst Legends clips produced by AME engaged audiences of all ages, along with assisting in the #BathurstBunker virtual activation, where fans would submit their home setups on social media for a chance to win a signed poster by the final remaining Holden Factory drivers.

 

POST EVENT PRESS RELEASE

Supercheap Auto Bathurst 1000. Event 11 of the Virgin Australia Supercars Championship, Bathurst, Australia. 15-18 October

Fortunately for Holden fans, the brand did receive the archetypical fairytale ending, as the factory machine of Shane van Gisbergen and co-driver Garth Tander crossed the finish line first after the 161 lap affair. This provided a great opportunity to capitalise on extra media attention and interest, and a post event press release was sent out immediately after the race, to a curated list of over 900 key personnel.