The Start of a Thrilling Journey
Australia’s premier motor racing event, the National Drag Racing Championship (NDRC), is gearing up for an exhilarating summer series with its latest media campaign. Orchestrated by Murmur-Group, this campaign marks a significant step in NDRC’s marketing strategy since Murmur’s recent appointment.
A Diverse Media Blitz
The campaign’s reach is extensive, spreading across Out-Of-Home (OOH) advertising, Radio, Programmatic ads, YouTube, Meta platforms, and Broadcast Video on Demand (BVOD). It targets a wide fan base of car and bike enthusiasts aged between 22 and 65+, spanning all 16 event locations, and culminates in a grand finale in June 2024.
Strategic Media Planning
Craig Sue, Media Planning Director at Murmur-Group, emphasized the agency’s focus on igniting high levels of excitement for the 2023/24 NDRC events. Their approach included a data-driven strategy, developed in collaboration with event organizers, venues, and sponsors, to ensure media and creative elements work in unison.
Sue stated: “We used previous ticketing and venue data to analyse and map location, demography and purchase intent of NDRC’s fan-base so we could focus the media strategy on where ticket purchasers are, including consideration of purchaser planning and travel lead times. The insight was then used and developed across full funnel media activations aligning with purchase intent and timing; plus, the campaign messaging is adapted contextually online and offline, to maximise awareness and consideration.
He further added, “Strategic planning and media placement for 16 different events across multiple channels is a huge logistical challenge, but we are confident the media strategy is on target to reach as many existing and new fans as possible.”
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A New Era for Australian Drag Racing
The NDRC symbolizes a new chapter in Australian drag racing, featuring a range of categories from Top Fuel and Nitro Funny Car to Sportsman races, offering a national championship platform for diverse racers. The Aeroflow Sportsman Championship will run alongside NDRC events, enhancing national competition opportunities.
Campaign Highlights and Promoter Insights
The campaign kicked off with the Nitro Funny Cars Goldenstates campaign in October and continues with the Top Fuel Sydney Xmas Showdown. It also strategically promotes the Aeroflow Sportsman Championship.
Andy Lopez, NDRC’s co-promoter, expressed his enthusiasm: “From the fastest accelerating vehicles on the planet in Top Fuel and Nitro Funny Car all the way through to the future stars of the sport, the NDRC is charged with moving the sport one way: Forward. Murmur is the perfect partner to take this motor racing excitement to market and we are confident the fans will flock to the events in droves as a result of the campaign.”
A Season of High-Octane Thrills
The NDRC calendar is packed with high-adrenaline events, including six headlined by the Australian Top Fuel Championship and four by Nitro Funny Car, culminating in the Winternationals at Queensland’s Willowbank Raceway in 2024.
Sue concluded: “These adrenaline-pumping events are set to captivate motorsport enthusiasts and speed aficionados across the nation and Murmur’s team is pumped to bring high-octane adrenaline to the campaign.”
The NDRC media campaign promises to keep the excitement alive throughout the racing season, setting the stage for a series of events that will enthrall and engage fans across Australia.
