- BRAND REINVIGORATION
There’s nothing like a day at the races.
Thoroughbred Racing SA is the body responsible for Morphettville Racecourse and all country race meets across the state.
We were charged with the task of activating the brand and increasing attendance figures across all race meetings.
In addition, with a large number of regional stakeholders, it was important to communicate an understanding of the role of marketing within the industry.
Our solution was to develop a single strategy that would drive two cohesive brand campaigns.
A Mecca for South Australian racing enthusiasts, Morphettville Racecourse is the home of premier thoroughbred racing in South Australia.
However, with an increasing number of entertainment events throughout Adelaide, Morphettville required brand reinvigoration.
Working with Thoroughbred Racing SA and the South Australian Jockey Club, we developed a campaign to increase relevance and differentiate Morphettville from other entertainment options.
Our strategy was to present Morphettville as a unique, authentic, entertainment event destination and reconnect the target audience with the emotional side of horse racing.
The creative execution achieved this by showcasing Morphettville from a fresh perspective – through the eyes of a thoroughbred. The integrated campaign consisted of TV, digital, social, outdoor, radio, press, print and print.
The campaign launched for Adelaide Cup 2014 in the midst of Adelaide’s “Mad March” festival season. Despite the highly competitive environment, Morphettville experienced the highest Cup Day attendance in four years.
The campaign also gained acceptance and support from industry stakeholders.
Across South Australia, country race meetings bring communities together:
24 clubs bringing their own unique races and flavours while showcasing each region’s best food, wine and entertainment.
Our approach was to promote country racing in South Australia and drive awareness of the range of unique experiences to be had, while highlighting the different types of race days country racing has on offer.
Each country race meeting was positioned as a premium entertainment event, with special attention given to the popular Cup Day drawcards.
The campaign gained acceptance and support from industry stakeholders and support of the role of marketing within the industry.
All 24 racing clubs adopted the campaign.