February saw the Australian Turf Club (ATC) launched a fresh creative platform called ‘Where Stories Are Made’ to drive home the message that a day at Sydney’s racing carnivals offers world-class sport, music, fashion and hospitality all in the one place and an ‘immersive experience that stays with visitors long after the moment has passed’.
Developed and launched in harness with independent creative agency Emotive, ‘Where Stories Are Made’ is being promoted via an integrated campaign spanning all ATC touch points which aims to bring to life stories of friendship, fun and spontaneity set in the vibrant and colourful world of racing.
The marketing push is spearheaded with a hero launch spot titled ‘Sydney Autumn Racing Carnival – Where Stories Are Made’ which premiered on 11 February and seeks to highlight the fresh messaging, boost awareness and drive ticket sales by directing viewers to www.australianturfclub.com.au.
As well as the lead film, the campaign spans OOH, radio, digital and social and will run through the Sydney Autumn Racing Carnival.
The ‘Where Stories Are Made’ platform also supports and champions those who work across the racing landscape and shares their inspiring stories of dedication, endeavour, and talent. Plus racegoers themselves are also being encouraged to share their own personal stories from their track experiences throughout the carnival.
“With so many social events to go to in Sydney on any weekend, we wanted to celebrate why a carnival race day at Royal Randwick or Rosehill Gardens is the ultimate social choice. With iconic Sydney venues, award-winning hospitality, world-class racing, a vibrant atmosphere complete with live music, DJ’s, rooftop bars and more, this campaign brings to life an experience like no other that you’ll retell again and again,” commented ATC Executive General Manager (Commercial) Melinda Madigan. “The campaign boldly positions our carnivals as places where guests can step out of the everyday and enjoy all kinds of fun all at once.”
Emotive Group Creative Director Ben Clare added: “A day at the races with your friends is one where stories are well and truly made. From historic wins on the track to unforgettable moments off of it, they don’t just live long in the memory, they tend to be the kind of stories that keep getting better with every telling.”
The campaign was briefed in by and created for an ACT marketing team which included Executive General Manager Commercial Melinda Madigan, Head of Marketing Chris Bevan, Senior Marketing Manager Bronwyn Ryan, Marketing Executive Bridget Maloney and PR Manager Sarah Peatling by Emotive.
The group working on the project at the independent creative agency included Business Director Sarah Clifton, Group Creative Director Ben Clare, Senior Art Director Edward Macaulay, Senior Copywriter Avi Azouz, Finished Artist Tim Evans, Head of Production Hayley-Ritz Pelling, Senior Producer Petra Valent and Head of Creative Amplification Rhian Mason.
Film production was handled by Eden Collective, still production by Flipp, with photographer Cara O’Dowd and retouching was run through Wellcom.
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