As the countdown to the 2023 VAILO Adelaide 500 begins, the South Australian Motor Sport Board and creative agency Showpony will launch this year’s campaign 'ALL IN' at tomorrow night’s Showdown at Adelaide Oval.
The campaign will resonate with motorsport fans and the commitment they seek from teams and drivers in the highly-anticipated season finale, as well as extend an invitation to entertainment seekers to attend the event.
South Australian Motor Sport board chief executive, Mark Warren, said with less than four months until the event, he's officially counting down to the 2023 VAILO Adelaide 500 and is excited to share this campaign with the fans.
“ALL IN is more than just a campaign tagline. As a state, we go ALL IN to convert the city into one of the world’s best street circuits, to deliver a world-class motorsport event, with the world’s best entertainers," said Warren.
“From the frenetic racing of the last round of the Repco Supercars Championship, to the last call with Robbie Williams performing on Sunday night, it’s an event that provides visitors and South Australians with much to celebrate and enjoy.”
From Sunday, the campaign will reach motorsport fans nationally through a targeted screens and audio strategy, while also engaging South Australians more broadly through free-to-air television, outdoor, radio and digital environments.
Following a competitive creative pitch earlier this year, Showpony was reappointed as the creative agency for the 2023 VAILO Adelaide 500.
Showpony Adelaide managing director, Sophie Allchurch, said the agency is excited to deliver this year’s campaign with the VAILO Adelaide 500 marketing team, which it believes will inspire existing fans and help ignite a new generation of motorsport fanatics.
“With a bold visual direction and a TV ad that’s as fun, action-packed and adrenaline-fuelled as the race itself, we have loved putting this campaign together," she said.
“Directed by Rory Kennett-Lister, Showpony Adelaide’s Creative Director, the campaign was created with South Australian talent, including filmmakers, editors, sound engineers, voiceover artist and of course our own creative and film teams.
“With the huge success of last year’s comeback event, we wanted this year’s campaign to reflect our state’s incredible enthusiasm for the VAILO Adelaide 500. Whether you’re there for the race, the concert, or you want to soak up the electrifying atmosphere, there’s something for everyone.”
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