The Australian Grand Prix Corporation is the team behind high-profile racing events like the Australian Formula One Grand Prix and Australian Motorcycle Grand Prix. Joel Mackenzie, Division Manager of Digital, leads the organization's digital marketing efforts, working to connect to their fast-growing audience in meaningful ways. With Formula One’s popularity soaring — fueled by shows like Drive to Survive — Mackenzie and his team needed to revise their digital marketing strategy to engage new and existing fans seamlessly across channels.

When their social media followers doubled and their customer database tripled in just two years, the Australian Grand Prix Corporation experienced new challenges alongside their growth. “We had customer data that sat across multiple systems across all of enterprise, which gave us a fragmented view of customer, really limited our ability to understand who they were or what they wanted and be able to personalize the way we spoke to them and our offering,” Mackenzie explained. Without a single source of truth to keep them on the same page, the team often duplicated efforts, which created inefficiencies throughout their work. The disconnected data also introduced compliance risks since it was more challenging to manage across teams. 

On top of that, creating custom campaigns was slow and expensive. Any time the team wanted to adjust designs or add flair to an email, they had to call in external developers. This reliance on third-party vendors stretched timelines, increased costs, and complicated campaign efforts. They also lacked a way to measure exactly how well their email and digital campaigns were performing, leaving a major gap in understanding what was driving success.

When it came time to streamline their digital marketing and tackle these challenges head-on, the Australian Grand Prix Corporation went with Acoustic as their customer engagement platform of choice. Acoustic offered a fully integrated marketing solution that worked seamlessly with their existing CRM and ticketing systems, making it much easier for the team to piece together a complete picture of each fan. This shift didn’t just improve data flow; it allowed the team to reduce compliance risks and finally start personalizing their outreach in meaningful ways.

Since bringing Acoustic on board, the Australian Grand Prix Corporation has seen impressive results that speak for themselves. 

On the efficiency side, Acoustic’s no-code, drag-and-drop marketing tools allowed the team to dramatically improve campaign turnaround times. Now, a single team member can customize email designs on the fly without waiting on developers, saving both time and money. What once took weeks and relied on external support now happens in-house in just a few hours, giving the team the freedom to be creative without the extra hassle. 

With Acoustic’s reporting features, the Australian Grand Prix Corporation is finally able to track the effectiveness of each campaign. “Anecdotally, we know that it has a huge impact, but this is the first time we’ve actually been able to put a number against it,” Mackenzie shared. This clarity on ROI also means the team can now confidently make data-driven decisions that boost engagement and drive results. 

When it comes to engaging fans, Acoustic has enabled the team to handle audience segmentation on their own, easily creating more tailored, relevant campaigns as fans’ needs evolve. With multichannel marketing capabilities, they’re also delivering messages that resonate with fans in the right place and at the right time. It’s a win-win that doesn’t just benefit the fans; it’s also helping the team expand their skillset beyond email marketing to make a bigger business impact. 

By leveling up their customer engagement and streamlining campaign management, Acoustic has empowered the Australian Grand Prix Corporation to focus on creating standout experiences for their fans that drive results.