The Phillip Island Circuit (PIC) is home to the world’s leading motorsport series with more than 35,000 followers across its social platforms.
Charles Elena has been collaborating with PIC since 2016, managing their branding and marketing as well as developing the Australian WorldSBK campaign. We are responsible for the digital and traditional advertising, corporate event communications, race guides and marketing assets such as digital displays, interactive brochure and billboard advertisements, and event packaging for more than 80k fans who attend the SBK at Phillip Island every year.
We are also responsible for the front and back-end development of PIC’s website, where fans have access to the latest news, event calendar, ticket packages and informative interactive event maps.
8-12 week process from ideation to market rollout
Project manager Graphic designers Developers
Branding Creative direction Conceptual design Finished art Digital marketing UI/UX Development E-commerce (ticket sales)
WorldSBK is already a well-known, reputable sports brand that is recognised worldwide. The main aim each year is to refresh the PIC brand in a way that was fresh and energising but also in keeping with their identity.
A recurring challenge is that we are always required to use imagery provided by WorldSBK whilst also promoting the identity of Phillip Island and its race tracks, beaches and famous ocean views. Our designers use the imagery captured during the previous year’s event as a resource for new assets for the commencing year’s marketing campaign. Using these images, we create a desirable, impactful and versatile hero imagery that can be used across both digital and traditional media.
We established a hero image that we could then use as a source of inspiration for other marketing assets like brochures and EDM’s.
This meant we could present a range of different concepts and graphical elements but still keep the central image the same so that the identity would always point to PIC.
The layers we created around the selected hero image were carefully considered to ensure they represented the brand’s tone of voice; speed, action-packed and high energy.
We used graphical elements that directly relate to the area such as seawaves, the beach, cliffs and summer, to emotionally engage the fans by connecting them to the location.
To highlight activities outside the sporting event, we mapped out visual and content hierarchies that encourage families to experience the Phillip Island Circuit beyond racing. We use the unique location of PIC as a tool of attraction for the fans. We leverage the fans’ engagement by using illustrations that portray scorching summers and cool oceans.
New year, new flavour
Every year, Charles Elena develops a different flavour of campaign assets for WorldSBK that is both refreshing and consistent. In all, we have single-handedly managed the ticket purchasing system for over 300k fans over the past three years. We successfully give fans a taste of what to expect and get them engaged and excited in the lead-up to the event.
60% increase in organic searches
58% increase in new users visiting the site
56% increase in site access through mobile devices
Volunteer Officials registration micro-site
Multisite CMS for seamless event microsite managmenet