August 26, 2019
The Australian Turf Club has launched a new brand platform ‘Get Your Fun Back on Track’ along with an integrated campaign covering TV, cinema, radio and out-of-home for this spring’s Everest Carnival.
Created by Emotive, the challenge was to recruit the next generation of racegoers against a backdrop of an increasingly competitive experience market in Sydney.
Corina Black, EGM Commercial at ATC said: “Whether you are at Royal Randwick or Rosehill Gardens, the races offers a day-long entertainment experience like no other. With world class entertainment, food and racing, it’s a place where play takes priority. We needed a brand platform and campaign that can uniquely bring all these facets together to grab the attention of the social racegoer.”
The driving insight behind the brand platform is that as adults, we tend to dismiss the importance of play. But playing or having fun is just as pivotal for adults as it is for kids. The campaign simply invites audiences to get their fun back on track; to experience world class racing in a way that positions the races as an oasis for adult play that is beneficial in more ways than one.
Ben Clare, Group Creative Director of Emotive added: “In our hectic, modern lives, many of us focus so heavily on work and family commitments that we never seem to have time for pure fun. A day at the races is one of Australia’s great pastimes, and we simply wanted to invite racegoers to get their fun back on track with a campaign that shines a light on the unadulterated fun and entertainment the races afford us all. We look forward to cementing a new brand platform for the Australian Turf Club as we head towards Everest Carnival and beyond.”
Leading the integrated campaign is a series of film and out-of-home executions designed to work across both the spring and autumn racing carnivals, with social, digital and radio playing a supportive role.
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