Shooting Business KPI’s for The Star
We created an objective evaluation process for The Star that drives more measurable business outcomes.
Active across three markets in Sydney, Brisbane and the Gold Coast, The Star Entertainment Group has an extensive partnership portfolio, featuring 40+ properties across the country, ranging from major sports and entertainment organisations, through to cultural festivals and niche community causes. The challenge? Ensuring that this portfolio continues to drive The Star’s core business objectives and brand vision consistently on a national level.
We created a strategic evaluation framework and tools to allow The Star to optimise both existing and prospective corporate partnerships on an ongoing basis.
Bastion EBA continue to work hand in glove with The Star team to optimise their partnerships as part of a holistic 5 year marketing strategy.
Driving Cut-Through for Nissan
We found Nissan a vehicle to drive an emotional connection with mums and families.
Australians recognise and love Nissan’s model lines: X-Trail, Navaras and Patrols; however in a cluttered and competitive auto category, Nissan needed to build equity in its master brand and differentiate from the competition.
Building Nissan’s strategy, we recognised the role of sponsorship to generate passion for the brand, by making Nissan stand for something in the minds of consumers and represent more than just cars. So, we analysed every sponsorship property in the country to find something that Aussies love, Nissan could own and was a passion point for its target audience. The answer was Netball.
Negotiating exclusivity and protection from all other autos across Suncorp Super Netball, the Australian Diamonds, Channel Nine’s broadcast, Telstra’s digital streaming and key state bodies, we delivered Nissan ownership of the entire Netball ecosystem from the grassroots to the elite, and with it, an award-winning partnership.
Now responsible for the management of the partnership, Bastion EBA has assisted Nissan to establish themselves as a brand with which audiences have an emotional connection.
Ferrari at F1 Aus Grand Prix
We re-ignited brand loyalty at the biggest motor-racing event in Australia.
By implementing a three-phased strategic program, we recognised that from a database comprising of 4000 Ferrari owners, a significant number of inactive and ex-customers felt the brand did little to interact with them. We also discovered that 70% of Ferrari customers had an interest in the F1.
This led us to build ‘The Ferrari Red Lounge’, Ferrari’s first ever consumer activation and hospitality program at the 2019 Australian Grand Prix.
Our activation across the F1 was two-fold: during the day, we offered members an exclusive rest area, and refreshing gelato from our branded cart; and at night we organised live music, delivered an intimate Q&A with Ferrari’s drivers, served gourmet canapés, displayed luxury Hublot watches, and provided branded photo opportunities in front of a two-sided media wall.
Over an engagement period of 4-days, the Ferrari Red Lounge hosted 900 Ferrari customers and 250 VIP guests; achieving 1,200 new data acquisitions, a number that represents more than a quarter of their current database. The program gave sales staff a platform to form and strengthen relationships and the long term sales opportunities will be a key driver to future business success.
READ MORE in the Australian Financial Review about Ferrari’s boom sales results.
Garnier stars at Australian Open 2019
Garnier was returning to sponsor the Australian Open after a 10 year hiatus, launching their new brand positioning By Garnier Naturally.
Bastion EBA was tasked with bringing to life a nature inspired experience, that demonstrated Garnier’s commitment to sustainability and showcased four key Garnier products.
Working collaboratively with Bastion State, the Bastion Collective’s creative agency, and after weeks of ideation, insight gathering and concept testing, Bastion EBA created the unique and immersive ‘Nature’s Playground’: a space that brought to life the master brand, delivered important sustainability messaging throughout the consumer journey, and allowed the imagination to run wild.
Around each corner a new experience was to be discovered including a ball pit made from recycled plastic, hedge mazes, a sunflower slide and a seesaw propelling Fructis scented bubbles; all driving social engagement with the brand and the target millennial audience.
The campaign results exceeded sampling targets by 131%, with over 44,000 patrons visiting the Garnier activation over the two weeks of the AO.
Boosting Revenue for MCC
We built a strategy to diversify the Melbourne Cricket Ground’s (MCC) commercial revenue streams.
The MCC needed to find new commercial revenue sources as the majority of their partnerships were based on the ability for a brand to supply their product at the MCG (e.g CUB & Coca Cola).
We identified new opportunities to further leverage the IP of the MCG and a strategy to provide access to the MCG & MCC audiences through a brand-led approach.
By emphasising the iconic nature of the MCG through the core values of history, distinction and authentic, Bastion EBA positioned the MCC partnership opportunity in a new light.
This came to fruition with the MCC’s first brand-led partnership, which was signed in 2019 with Kärcher.
Connecting Regional Victoria with Powercor
We help Powercor connect and celebrate communities in regional Victoria.
Delivering a large, safe and reliable supply of electricity throughout Regional Victoria requires a wide network of people and good relationships in local communities.
Powercor challenged us to help build events to help them foster stronger and more meaningful relationships with these local communities.
In response, we leveraged the inclusive power of sport to create and manage the Powercor Country Festival, in partnership with the Essendon and Geelong Football Clubs, and the Powercor Tour de Depot, a regional community cycling event for all ages.
Operating as an extension of the Powercor team, we provide end-to-end partnership services from strategy development, project management, activation, measurement and reporting.
The AIA Vitality Summit
Helping AIA with their mission to make Australia the healthiest nation in the world.
The AIA Vitality 4490 Summit was the jewel in the crown of a year-long events calendar managed for AIA. As their in-house sponsorship and events agency, we worked closely with the marketing department to help plan, develop and execute over 30 events across the year, working with all key stakeholders, suppliers and third party contacts as AIA representatives.
For the AIA 4490 Summit, we bought together a world-class line-up of international and local speakers – each a leader in the health and wellbeing space – for a day of inspiration, discussion and commitment to action.
Over 210 companies attended to explore the health challenges facing Australians and discuss how the financial services industry can collaborate to find innovative solutions.
WE ARE PART OF BASTION COLLECTIVE
Bastion Collective is the largest independent communications agency in Australia. We exist to be the Bastion of Australian Ingenuity. Our integrated agency network allows us to deliver simple, original and resourceful communications solutions to our clients' complex problems. Bastion Collective clients can use us for one specialist service or our entire integrated offering, delivered through one central point of contact. We do this all to help our clients create, grow, measure and protect their businesses.