The company bagged 14 accolades across various categories including first place for PR & Marketing for auction promotion and second place in the Auction Marketing Campaign of the Year category for the Kyalami Race Circuit. The marketing efforts resulted in a ZAR205 million sale of the circuit in less than 2 minutes, which remains the highest price paid for a single lot in South African auction history.
The historic track has hosted Formula One, the Superbike World Championship and the A1 Grand Prix and is the only former F1 track anywhere in the world that's ever been auctioned off. The new owners, Porsche SA, have revealed plans to upgrade the facility to return it to its former glory.
High Street Auctions saw off competition from over 900 entries to claim a mention alongside auction industry stalwarts Schrader Real Estate & Auction Co. Inc, the biggest land auctioneers in the USA.
The company doubled its tally to 14 awards this year from the time it first participated in the National Auctioneers Association Marketing Competition in 2014.
Joff van Reenen, Lead Auctioneer & Director at The High Street Auction Co says, “We need to celebrate the fact that a South African campaign has been appreciated globally by the auction industry. The sale of Kyalami Race Circuit on its own was a landmark event given it was the first race track to be auctioned in the country.”
“Being recognised together with the inspirational R.D. Schrader, doyen of the auctioning industry is a reward in itself. To me personally it is about being counted alongside him.”
“Given the level of competition we were up against, I must say we are proud to have doubled the number of awards in only our second year in the competition. Achieving these results wouldn’t have been possible without our employees who really work hard even after the hammer comes down,” van Reenen adds in conclusion.
The competition featured seven categories including Postcards, Brochures & Catalogues, Newspaper/Magazine Print Ads, Public Relations & Marketing, Digital & Social Media, Photography and Auction Marketing Campaign of the Year and a further 57 sub-categories.
Winners will be formally recognised during the NAA Marketing Competition Awards Reception in Addison, Texas, at the 66th International Auctioneers Conference and Show in July.