Repco has taken a victory lap following a big week for the automotive retail giant, claiming a major marketing award for its fan-favourite Bathurst campaign while also being named a finalist for one of retail’s top national honours.
Bathurst, but make it bigger
Repco took out the Most Innovative Marketing Award at this year’s Australian Automotive Aftermarket Expo (AAAE), recognised for turning one of Australia’s biggest motorsport moments into a full-throttle brand experience.
Presented at the Australian Auto Aftermarket Excellence Awards in Melbourne, the win celebrated Repco’s 2025 instalment of its annual Bringin’ The Bathurst campaign — this time brought to life through the chaotic, nostalgic and very Aussie Bathurst Bus Tours.
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Because apparently the best way to relive Mount Panorama history is by chucking unsuspecting tourists on a bus and sending them straight into the madness.
The campaign followed two bewildered visitors as they navigated a high-octane history lesson up the mountain, revisiting iconic Great Race moments including Dick Johnson’s famous 1983 crash and the unforgettable Greg Murphy–Marcos Ambrose clash from 2005.
Packed with enough Easter eggs to keep hardcore motorsport tragics busy for weeks, the campaign also managed to stay accessible for casual viewers — no encyclopaedic Bathurst knowledge required.
More than just a TV spot
Repco’s award-winning campaign stretched well beyond television.
Developed with agency Thinkerbell and launched through Omnicom’s Initiative, the campaign rolled out during key sporting moments, appeared on billboards along the road to Mount Panorama and maintained momentum across social media, race coverage and broadcast channels.
Rather than simply sponsoring the Repco Bathurst 1000, Repco set out to become part of the entire fan journey — from pre-race anticipation through to the chequered flag.
“Winning this award is a real recognition of the passion and hardwork of the team and our world-class agency partners and of course the team at Supercars,” said Mitch Wiley, Executive General Manager Marketing at Repco.
“But what makes us proud is that this campaign genuinely connects with what gets race fans going. We don’t just sponsor the Repco Bathurst 1000 — we’re part of the crew. We get the passion, because we feel it too.”
Thinkerbell’s Will Cook said the challenge this year was broadening the campaign’s appeal beyond diehard race fans.
“We’ve been Bringin’ the Bathurst with Repco for 5 years now, but this year the behaviour to change was shifting the passion from those who already love the high-octane world of Mount Panorama, to those who are yet to truly experience it,” he said.
Star power and fan service
Repco’s 2025 ad featured a sizeable cast of motorsport names from both sides of the Tasman, including Jim Richards, Greg Murphy, Matt Payne and Todd Hazelwood.
In a particularly nostalgic twist, the campaign also reunited Murphy and Ambrose at Mount Panorama — 20 years after their infamous on-track clash and heated exchange at The Cutting during the 2005 Bathurst 1000.
The ad was later recognised by industry analysts as one of the top-performing campaigns of 2025, praised for its humour, storytelling and emotional connection in a category that often leans more practical than playful.
And while topping this year’s effort may sound like trying to beat a Mountain Straight lap record in peak traffic, Repco says plans for 2026 are already well underway.
“It will be hard to top, but the team are well underway with a pretty amazing concept,” Wiley said.
Retail recognition
Adding to the celebrations, Repco has also been named a finalist in the Australian Retail Council (ARC) Retail Awards, shortlisted for the Major Retailer of the Year category.
The award recognises large-scale retailers demonstrating strong innovation, growth and customer experience at a national level.
“This ARC Retail Awards nomination signals the dedication and customer focus more than 8,000 Repco team members deliver across Australia every day,” said Kathleen Long, General Manager of Retail at Repco.
“Being named a finalist reflects the strength of our culture, the dedication of our people and our shared focus on performance and customer experience.”
The winner will be decided by the ARC’s independent judging panel, with criteria including innovation, market leadership, technology, workplace culture and customer service.
The 2026 winners will be announced in Melbourne on 11 June.
