Converting the masses to celebrate the spirit of country racing
Country Racing revenues were declining and research indicated that the bulk of city people were not fully aware of the special experience the country races offered. Research told us consumers wanted to engage with the spirit of Country Racing. They also wanted more than just a race day experience. They want a connection to the bush and the local regions – to sample produce, wines, entertainment, the landscape and unique local attractions.
Based around the growing perception that big city racing days as too chaotic and crowded, we positioned country racing as “more relaxed” and “racing the way it’s meant to be”. The campaign also promoted race days as part of a whole weekend away in a holistic tourism offering.
Country racing Victoria comprises 67 racing clubs located all over the state. We work with them producing seasonal campaigns that allow each club to promote their events with the strength of a single brand template across every channel Digital, social, TV, radio and press along with collateral for individual events.
37% Income up from FY 2015/16 – FY 2016/17
300K Online TVC views
19% Website traffic grew 2016/17