The Formula One Australian Grand Prix has once again shined a light on Melbourne, with invaluable international exposure for the city and Victoria.
As the season-opening event, the Grand Prix attracted an even larger than usual international audience with millions of people from more than 150 countries across Asia, Europe and Latin America tuning in.
These countries represent growing tourism markets for Victoria, and the free-to-air high-definition coverage delivered live vision of Melbourne straight to their homes during the telecast. This sort of international exposure is priceless.
The benefits continued at home, with ticket sales up on last year as the event attracted 114,900 attendees.
More than 5000 additional people attended the Grand Prix this year than in 2011. This shows that interest in the event, and Melbourne as its host, continues to grow. It also highlights the importance of good events calendar management.
The Grand Prix is one of the premier events on Melbourne’s events calendar, which delivers a combined annual economic impact of more than $1.4 billion. This year the Grand Prix’s position between the Moomba Festival and the start of the official AFL season gave it the space to really shine.