Grand Prix 2005


CHaLLEnGE to raise awareness of toyota’s participation in the Australian grand prix amongst a male audience, Daemon 2iC developed a media relations campaign focusing on toyota’s off-track activity.

STraTEGY Securing high profile ambassador, model and tv presenter Erika Heynatz, who represented the high glamour lifestyle of the grand prix and who appealed to the core target media, Daemon 2iC generated national print and broadcast, metro print and radio and trade press in the lead up to and during the grand prix. to credibly brand toyota’s ambassador at the event itself, a one-off, sexy designer dress was commissioned to show off an eye-catching sterling silver toyota necklace.

rESULTS An 8 page exclusive photo-shoot and interview was negotiated with australia’s number one men’s magazine, FHM. Shots from the spread were leveraged in B&t, Sun Herald Sun and MX. Editorial content was developed for Who Weekly, Nova 96.9, Channel 0, on-track channel gptv and the Sun Herald Sun’s Snapparazzi featured Erika’s team visit in the toyota garage. Erika’s meet-and-greet drew a crowd of 400 eager fans while she was the star presenter at toyota’s cocktail party attended by victorian state premier, Steve Bracks.

Daemon 2iC – Case Study 

Daemon 2iC – Case Study


Sign up to vote on this title
UsefulNot useful