Case Study: SXSW Sydney boosts brand awareness with Tracksuit

How SXSW Sydney used brand tracking to launch its flagship event Down Under

SXSW Sydney faced the challenge of launching its flagship event in the Australian market, where the SXSW brand had significantly lower awareness than in the U.S. The marketing team needed concrete data to prove the need for and impact of long-term brand building to secure internal buy-in and attract strategic partners like Destination New South Wales. They turned to the brand tracking platform Tracksuit to measure their brand health and justify marketing investments.

Using Tracksuit, SXSW Sydney gained insights that informed a targeted marketing strategy. The solution delivered significant results, including a 5% statistically significant lift in awareness among adults aged 25-44 and a 3x increase in national brand preference. These metrics, provided by Tracksuit, successfully demonstrated the value of their marketing to stakeholders and helped establish the event as a major destination.

SXSW

Sam Saunders

Head of Marketing