The Gulf Western Oil Winternationals is the largest drag racing event outside of North America, attracting tens of thousands of fans to Willowbank Raceway. For the 2022 event, organisers sought a way to elevate the on-site bar experience and create a unique merchandise opportunity that would engage motorsport fans beyond the track.
Salt Story Co was brought on board via the bar operator to manage this collaboration. Beyond operations, we conceived and delivered a limited-edition collaborative can project, partnering with two breweries to create custom beer cans featuring six of the top drag racers from the event. These collector-style cans were available exclusively at licensed bars throughout the venue, blending racing culture with a premium fan experience.
The bar operations ran seamlessly across the multi-day event, servicing thousands of fans with efficiency and energy. The collaborative can concept proved to be a standout success increasing bar revenue, creating social media buzz, and offering a memorable takeaway for fans. The campaign strengthened the connection between fans and the sport’s biggest personalities while showcasing Salt Story Co’s ability to combine event logistics with creative brand activations that leave a lasting impression.
We’ve partnered with a wide range of forward-thinking brands across travel, lifestyle, events, sports, tech, FMCG, and media. Each project reflects a shared commitment to creativity, impact, and purpose-driven marketing with an underlying desire of return on investment.
BYD sought to expand its brand presence and cultural relevance within Australia’s lifestyle and surf scene as part of its rapid global EV growth.
Ben & Jerry’s Noosa aimed to connect with a diverse festival crowd in a way that felt authentic, fun, and lightly branded—not overdone.
Noosa Festival of Surfing partnered with us to elevate its media strategy, boost sponsor engagement & strengthen its overall brand identity.
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Salt Story Co acknowledges the traditional custodians whose lands we are fortunate to live and work on. We recognise their continuing connection to land, water and community and pay our respects to all Elders past and present.
