IRWIN Tools & Lucky 7 Convenience Stores - The Ghan

By nature, V8 Supercar drivers are used to living life in the fast lane.

BAM Group took IRWIN Racing’s Lee Holdsworth and Lucky 7 Racing’s Tim Slade out of the airport queue and into the knitting circle for the trek to Darwin’s SKYCITY Triple Crown V8 Supercar event in 2012 aboard The Ghan.

One of the world’s great train journeys, the 2,969km, 54 hour trek first started in 1929. The Ghan travels from Adelaide to Darwin past some of the most spectacular scenery in Australia.

The Ghan follows a route that was first traveled by Camels that opened up a stock route into Australia’s red centre over 150 years ago, hence the use of the camel as the train’s mascot.

The key objectives of the trip was to connect with customers and franchisees of IRWIN Tools and Lucky 7 Convenience Stores respectively in regional areas that do not get the attention that their city counterparts often get.

Throughout the trek, the drivers were special guests at the finish of the time-honoured Finke Desert Race, went Mountain Biking in Alice Springs and toured Katherine Gorge by boat. The pair were able to interact with some surprised passengers on board the train – many of whom were keen V8 Supercar fans.

This assisted in complementing the tourism message that is a key driver behind the Northern Territory Government hosting the V8 Supercars in Darwin each year.

RESULT:
Holdsworth and Slade’s Ghan trip was covered extensively by media in South Australia and the Northern Territory.

The pair were the first high profile V8 Supercar racers to visit the Finke Desert Race in many a year and were welcomed as VIPs by event organisers.

BAM Group attracted Seven’s Weekend Sunrise intrepid reporter, Paul Marshall for the trip. He covered the key components of the trek, as well as highlighting some of the many features on The Ghan.

Both Holdsworth and Slade utilised their social media outlets to document the unique way of arriving to a V8 Supercars event.

BAM Group had its BAM Vision crew, a photographer and journalist on board to feed information and images from the train to media outlets nationwide, whilst a BAM Media Senior Client Manager was based in Melbourne and managing opportunities along the route.

The program overall delivered significant brand exposure for IRWIN Tools, Lucky 7 Convenience Stores, The Ghan and Northern Territory Tourism.