Australian Turf Club Launches New Consumer Campaign “Expect It All” Ahead of 2024 Autumn Racing Carnival

29 February, 2024

Key Information:

• Australian Turf Club have revealed a creative campaign for the Sydney Autumn Racing Carnivals and Sydney Everest Carnivals, dubbed “Expect It All” to highlight the wide range of experiences on offer for a day at the races in Sydney.
• The campaign will launch for the first time ahead of the 2024 Sydney Autumn Racing Carnival, which will run from 16 March to 20 April 2024, comprising the TAB Golden Slipper Carnival at Rosehill Gardens and The Star Championships at Royal Randwick.

Australian Turf Club invites racing lovers across Australia to Expect It All with the launch of the latest creative campaign to highlight the racing on offer in Sydney at Rosehill Gardens and Royal Randwick. The campaign, which will officially launch ahead of this year’s Sydney Autumn Racing Carnival, highlights the wide range of incredible experiences on offer with Sydney Racing – from incredible fashion and premium dining experiences through to live, musical entertainment and so much more.

The creative campaign was conceptualised by Australian Turf Club utilises illustrations by Stuart McLachlan as the basis for a colourful and captivating visual campaign. These colourful elements draw inspiration from the recognisable silks of the jockeys who race on Sydney’s iconic racecourses – combining geometric patterns and vibrant, complementary colours to capture the imagination. Alongside the illustrations by McLachlan, these striking visual references will offer a first look into how racing has evolved, appealing to a new generation who flock to Sydney’s racecourses for the wide variety of experiences on offer for a social day out.

Why “Expect It All” was developed for the Australian Turf Club consumer campaign:

• The “Expect It All” consumer campaign was created to encompass and display the range of racing, social and lifestyle, entertainment, premium dining, and fashion touch points that are consistently available during a day out at the races. 2023 consumer data showed 64% of General Admission respondents stated a ‘day out’ was their greatest motivation to attend a raceday, with watching racing still being an important factor in attendance for many, particularly members.
• Food, beverage, hospitality, and entertainment key drivers have increased YoY and are establishing themselves as areas with growth indicators and attendance retention potential. The “Expect It All” consumer campaign is successful in driving awareness, interest, and accessibility to these experience pillars.

Some of the key pillars highlighted within the “Expect It All” campaign include:

• Fashion: An opportunity to get dressed up with friends for a day out which seamlessly combines the best of racewear tradition with official dress codes with the contemporary flair of seasonal fashion from Australian designers.
• Premium Dining & Hospitality: A location to discover delicious food and beverage offerings for any budget, with premium, on-site activations from partner brands through to luxurious hosting offers in partnership with some of Sydney’s leading names from chefs and mixologists to restaurants and alcohol brands.
• Social & Lifestyle Experiences: Come together with a group of friends or make new connections once you arrive – there is no shortage of ways to mingle, meet and celebrate at Sydney’s Racing events, which offer some of the best value for money for a day out available in the country.
• Entertainment: Whether it’s an After The Last performance by one of the country’s top music acts, a rotating selection of live DJs or roving performances throughout the racecourse, Sydney Racing brings the best in entertainment to one place.
• Racing: No day would be complete without taking the opportunity to watch some of the world’s best racing – from Group 1 races to international jockeys and horses, everyone looks to Sydney for iconic racing events.

“Get ready to ‘Expect It All’ with our electrifying new campaign! Designed for the modern racing enthusiast, it’s all about non-stop excitement and unforgettable experiences that captivate the growing number of young racing aficionados drawn to Sydney’s vibrant racecourses,” says Donna Forbes, Head of Commercial at Australian Turf Club.

“Expect It All” will serve as the foundational marketing and creative campaign for Australian Turf Club across forthcoming Carnivals, including both the 2024 Sydney Autumn Racing Carnival and the 2024 Sydney Everest Carnival, which will bring tens of thousands of people from across the country to Rosehill Gardens and Royal Randwick.

For more information on the 2024 Sydney Autumn Racing Carnival, visit the Australian Turf Club website and join the conversation on social media with @AustralianTurfClub and #ExpectItAll.