The Leukaemia Foundation Aussie Muscle Car Run held its inaugural seven day cruise in November 2012, engaging communikate et al to create an overall strategic approach and manage all communications activities.

The run featured up to 100 muscle cars covering 2,747 kms from the Victoria Park Racecourse through regional South Australia. Public events were hosted along the route including show’n’shine competitions, circuit drag and lap racing and evening functions.

The focus of the campaign was to build awareness of the event amongst car enthusiasts in SA and nationally, drive registrations for the event, and raise $200,000 for the Leukaemia Foundation’s new $9.5 million blood cancer patient village.

The campaign attracted entrants from all over South Australia as well as Western Australia and Queensland. The total amount raised was more than $230,000, surpassing the target of $200,000. From May to November 2012, the readership, listenership and viewership of the Aussie Muscle Car Run media coverage totalled more than 2.7 million. The Aussie Muscle Car Run featured in 114 stories across print, television, radio and online media in 86 different media outlets from June to November 2012.

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Go the Distance

Charities collaborate and the media responds