Our work.
CarsGuide Car of the Year Awards event and PR with Gumtree Group
PRIMAL partnered with the Gumtree Group to celebrate the triumphant return of CarsGuide’s Car of the Year (COTY) Awards after a long absence. PRIMAL worked with Gumtree Group’s commercial and marketing teams along with CarsGuide’s editors to devise, develop and produce the gala event in Sydney’s CBD which saw 150 key automotive industry tastemakers from OEMs, dealerships and media agencies in attendance.
On top of producing the event and running the show on the day, PRIMAL also supported the activity with an extended PR and media engagement campaign that drove coverage across a range of auto industry and trade marketing publications. In addition, PRIMAL founder Kurt also supported the editorial team with drafting key messaging and a communication strategy to drive industry and consumer discussion around CarsGuide COTY and how it differs from other car awards in the space.
eBay Australia Recycled Parts industry study
Working with the team at Ogilvy PR on its eBay client account, PRIMAL supported eBay Australia’s industry-wide recycled parts study with PR strategy and media engagement to drive coverage and conversation about eBay’s impact in the automotive space. Along with supporting an intimate industry and media briefing to discuss the study findings, founder Kurt also served as the event’s MC and panel moderator for a live discussion with industry experts and senior eBay representatives. This panel discussion continued online in the weeks that followed, with Kurt hosting a live webinar for MTA NSW members on behalf of eBay Australia.
Metro Finance
MetroEco launch events
PRIMAL partnered with leading finance company, Metro Finance, to launch its new MetroEco sustainability product with a three-city event series in Melbourne, Sydney and Brisbane. PRIMAL managed the entire end-to-end production and budget for the events, including securing venues, vehicle prep and logistics for EV display cars, presenting automotive industry insights to guests as part of the event proceedings and content creation, which included the production of a short film and addition guest testimonials and vox-pops.
Under the Hood with the ARDC
Sydney Motorsport Park (SMSP) is home to some of Australia’s biggest events. From motorsport to concerts and everything in between, the team at the Australian Racing Drivers’ Club (ARDC) work tirelessly behind the scenes to ensure a seamless guest experience.
But what actually goes into producing major events? PRIMAL worked with the ARDC and Excalibre Insights to produce a short film that tells the story of the people making unforgettable experiences happen. Shot by PRIMAL video and photography partner, Mark Bean, and hosted by PRIMAL founder Kurt, Under the Hood is an ongoing content series produced in partnership between the ARDC and PRIMAL, bringing the stories of the venue, its people and its spectators to life.
MTA Magazine from PRIMAL Publishing
PRIMAL has been appointed the publishing partner for the Motor Trader’s Association (MTA) of NSW, and recently completed a successful redesign and relaunch of MTA NSW’s member publication. PRIMAL worked with MTA to create a new masthead, look and feel and editorial direction for the quarterly magazine, now launched as MTA. PRIMAL’s expert team of storytellers and creatives ran the magazine production from start-to-finish, including copywriting, design, sub-editing and picture research, in collaboration with MTA NSW and its printer. PRIMAL has been a trusted partner of MTA NSW for several years and continues to publish its magazine on its behalf.
Along with our work in digital content creation and strategy, PRIMAL has the expertise, contacts and passion for storytelling to bring print publications to life. Talk to us about your publication idea, and let us make it an impactful, premium reality that readers can’t put down.
Man of Many 10th Birthday Event
PRIMAL worked with the team at leading men’s lifestyle website, Man of Many, on its 10th birthday celebrations on Sydney harbour. PRIMAL brought together two powerhouse Italian brands with its client, Ducati Australia and New Zealand, joining PRIMAL’s industry friends, Lamborghini Sydney, for a sponsorship activation that included vehicle displays at the Man of Many event, attended by around 300 VIP and celebrity guests, inclusion in all event collateral, and a range of bespoke event content.
CUPRA x Football Australia
To launch CUPRA’s partnership with Football Australia and its sponsorship of the Soceroos and Matildas national teams, PRIMAL, in collaboration with QUBE Productions, created a short film featuring representative players and rising talent alongside CUPRA’s formidable new crossover, the Formentor. Debuting to over 11,000 fans at the Matildas’ match against New Zealand, the film brings the neon-lit world of CUPRA to the streets of Sydney, where professional and amateur players come together for the love of the beautiful game.