MJW has produced a ‘racy’ new campaign for the Australian Turf Club for the lead up to the 2014 BMW Sydney Carnival.
The campaign, called ‘It’s going to get racy’, features TVCs, print, outdoor and digital executions and picks on stereotypical racegoers to highglight the energy and atmosphere of the races.
The campaign taps into ATC research from 2013, which revealed there are four key target markets of racegoers or potential racegoers.
Characters including the ‘show pony’, the ‘glamazon’, the international bet set’, the ‘squillionaire’ and the ‘punter’ all feature.
Tony Partridge, executive general manager of commercial and sales at the ATC, said: “Our new campaign intends to appeal to traditional racing enthusiasts while introducing the fun and glamour of racing to a new audience. There is something for everyone at the races and we want people from around the country to join us.”
The 2014 BMW Sydney Carnival will take place at the Royal Randwick and Rosehill Gardens race courses from March 22 to April 26.
Watch the spot on the ATC's website.