australian racing drivers’ club
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The Australian Racing Drivers Club (ARDC) is a not-for-profit organisation that has promoted motorsport in NSW for almost 60 years. Their experience stretches from the commercial operation of the Eastern Creek International Raceway in Sydney to the creation of the original and now legendary Bathurst endurance race – the event that gave birth to the current V8 Supercars. Through their driver skills and education programs at Eastern Creek International Raceway, ARDC is also committed to public and road safety.
In 2010 Gen.a was engaged to undertake the research, audit and analysis of the commercial and brand footprints of the ARDC and Raceway. Through multiple stakeholder sessions with Raceway operators, club members, industry leaders and local stakeholders, Gen.a defined new opportunities for the business.
During 2011 Gen.a worked on bringing new commercial and brand opportunities to life through implementing strategies and design projects aimed at making the ARDC a more contemporary organisation, and developing deeper and more meaningful relationships with its members.
The Board of the ARDC enthusiastically endorsed the new strategies that are now helping solidify the club’s position as the heart, soul and voice of Australian motorsport and Eastern Creek International Raceway’s vision of becoming Australia’s premier destination for the ultimate motorsport experience.
During 2012, the ARDC will launch additional initiatives developed by Gen.a that will signal to the motorsport industry, the public and key stakeholders that a new era is underway at Eastern Creek, Sydney.
To achieve the club’s goal to grow the current membership of 2,000 to 15,000 in 2015, Gen.a refreshed the ARDC’s membership program. This program, together with a detailed communications strategy, articulates benefits for current and future members and the inherent link to the Eastern Creek Destination.
The strategy is helping solidify the club’s position as the heart, soul and voice of Australian motorsport and Eastern Creek International Raceway’s vision of becoming Australia’s premier destination for the ultimate motorsport experience.
Gen.a also recommended brand strategies to guide the development of a new masterplan to achieve the Destination’s vision. Our work considered both commercial and experiential opportunities needed to fulfill brand and business aspirations. Gen.a then engaged with key stakeholders and governing bodies to develop a new name for the Destination to best describe the future physical and commercial environment.
Our interest in the relationship between successful business and community outcomes has helped create commercial opportunities that will assist in the social and financial development of both the Club and the Destination. Securing a number of key relationships on behalf of the ARDC ensures that the vision can truly be bought to life.