The Challenge: How do you recruit the next generation of race goers against a backdrop of an increasingly competitive experience economy market?
Play is an essential ingredient in connection, joy and happiness. As we get older, we stop prioritizing it and adults tend to dismiss the importance of play. But playing or having fun is just as pivotal for adults as it is for kids.
Get Your Fun Back on Track.
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.
An integrated campaign covering TV, cinema, radio and OOH. Leading the integrated campaign is a series of film and OOH executions designed to work across both the spring and autumn racing carnival, with social, digital and radio playing a supportive role.
Specific commercial results cannot be shared.
