Dentsu Aegis Network agencies collaborate as Targa Florio comes to Victoria

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Dentsu Aegis Network agencies MKTG, Haystac and Isobar will collaborate as the marketing powerhouse behind a new major Victorian motor racing event, Targa Florio: Australian Tribute 2017.

The Dentsu Aegis Network agencies were appointed by Melbourne-based consulting company, the iSTEEM Group, after it beat a consortia from Florida to officially and exclusively secure the Targa Florio’s hosting rights for the next five years. 

The Targa Florio event has been running for 101 years and, in a major coup for Victoria, this will be the first time the event has taken place outside of Sicily.

Demonstrating the collaborative power across the Dentsu Aegis Network, the three agencies will provide support for the event across the following key marketing areas:

  • MKTG – event management, sponsorship, permits, logistics, licencing and creative
  • Haystac – PR and talent amplification
  • Isobar – website 

Speaking of the partnership, Matt Connell, Managing Director of MKTG said, “Our involvement in Targa Florio truly demonstrates the might of our network as our agencies combine to support this new event across all channels. Targa Florio has the potential to be huge in Victoria and we are looking forward to influencing its success with our support in everything from event management to PR and digital asset development.

“In just a few short months, we have already seen huge interest in the event. Along with the F1 Grand Prix and Moto GP, Targa Florio is here to cement Victoria as the car racing capital of Australia.”

John Caniglia, Director from the iSteem Group said, “The team at MKTG and the wider Dentsu Aegis Network were pivotal in securing this event for Victoria, and they are going to be a great part of the team that makes Targa Florio: Australian Tribute a reality and a success.

“Working with one group that can provide such diverse support across all marketing channels will ensure that we have continuity in the event management, sponsorship support, owned assets and promotion of Targa Florio.”

The inaugural Targa Florio: Australian Tribute is a four-day event showcasing the best of Victoria, starting in Geelong on Thursday 30th November. It will tour the Bellarine Peninsula, Great Ocean Road, Mornington Peninsula, Yarra Valley and Dandenong Ranges, culminating in The Docklands on Sunday 3rdDecember.