Adelaide 500

ALL IN

At the VAILO Adelaide 500, no one holds back. For the drivers, it’s the last race of the season. They leave nothing in the tank. 500 kms of pure aggression, gambling with Australia’s most heart-stopping corner, battling for bragging rights. As a state, we go all in. We convert city streets into a bitumen battleground. We build world-class stadiums to stand for just four days. Then there’s the party, where nothing gets left out. The world’s best entertainers. Bars. Food. Family fun. BMX. Motorbikes. Even F-18 fighter jets.

Informed by this insight, we created a platform that perfectly encapsulates the event’s attitude: ALL IN.

Across brand and retail executions, we brought the maximalism, fun and adrenaline to the forefront, celebrating everything that makes the event so special.

With the brand campaign generating awareness, the retail campaign was designed to target specific audiences and highlight particular program attractions.

And our approach worked. When releasing the event’s record results, SA Premier Peter Malinauskas said: “In the two years since we’ve brought it back, the VAILO Adelaide 500 has gone from strength to strength. ”
The event attracted an estimated 260,700 fans, 4.28% above our target. It is estimated that of the 260,700 attendees, almost 20% were from interstate and overseas – a staggering 52,140. Almost 400% of our stretch target. And the economic results were just as impressive: a record $61.6 million economic benefit to the state economy, 18.8% percent higher than the event's return in 2022.