Cars, boots and all things Aussie. The re-making of an Australian legend.

The background

Bastion EBA had the great pleasure of helping Blundstone find and develop their sponsorship of the Supercheap Auto Bathurst 1000. What an opportunity! Two Australian legends in one place at the one time. The sponsorship was an incredible success with high retail sales, website traffic, social media engagement and highly positive feedback from both customers and internal stakeholders. 

Since 1870 Blundstone has made the toughest, no nonsense footwear for work and play.  Keen to continue expanding their influence in Australia, Blundstone engaged Bastion EBA to undertake a thorough review of their target market, sponsorship portfolio and that of their competitors. 

The Supercheap Auto Bathurst 1000 was found to be the ideal property for Blundstone to express their brand personality in setting of true Blunnie's enthusiasts.  

The ‘Great Race’, held annually in Bathurst is a pinnacle round of the Australian V8 Supercar Championship. The numbers speak for themselves, with 201,416 of Australia’s biggest Supercar fans joining Blundstone trackside across three days of racing, and a further 4.08 million tuning in from home plus 342,000 social media conversations.

Everyone agreed that they were very...#NiceBoots

Everyone agreed that they were very...#NiceBoots

The Sponsorship

The comprehensive sponsorship included the following activations:

·      Unique Consumer Promotion

·      VIP Camping Zone on track

·      Retail Activation on track

·      Corporate Hospitality

·      Renaming of iconic Turn 2

·      Live social media monitoring via Bastion Amplify

Following the purchase of boots during the competition period, four winners (each with three friends) were rewarded with their own personal VIP motorhome right on the racetrack.  Winners were flown in from their capital city and entertained for the full three days of the race.  BBQ’s, refreshments, high-octane racing, entertainment and giveaways were the flavor of the weekend.

Winners were further rewarded with a number of once-in-a-lifetime experiences included course laps, grid walks and complete access to the back of house ‘paddock’ to watch teams prepare for the big race.

The 2016 partnership promises bigger and better things - and Bastion EBA can’t wait to help Blundstone on their journey.