BWM Dentsu Champions ‘Relaxed Racing’ With Racing Victoria & Melbourne Racing Club

BWM Dentsu Champions ‘Relaxed Racing’ With Racing Victoria & Melbourne Racing Club
SHARE
THIS



Racing Victoria and Melbourne Racing Club are inviting fledgling fans, casual punters, and horseracing enthusiasts alike to relax and take racing at their own pace this Summer/Autumn.

Created by BWM Dentsu, the Relaxed Racing 2016 campaign encourages people of all ages and racing experience levels to discover the more laid-back vibe of the Summer/Autumn racing calendar, which includes the Ladbrokes Blue Diamond Stakes Day (27th February), Caulfield Family Day (13th February), Easter Cup Day (26th March) and Mornington BWM Cup Day (2nd April).

Relaxed Racing - Lunches

Dale Stratford, general manager – marketing at Racing Victoria, said: “The thrill of the race itself is just one of the things that makes being trackside such an unforgettable experience. We wanted to give people a glimpse into how multi-faceted a day at the races can be and help introduce a love of horseracing to a new audience. We think this campaign captures that message perfectly.”

The campaign features punters revelling in everything a day of Relaxed Racing has to offer – sharing a ‘V.I.Picnic’, indulging in a refreshing drink and socialising – all while appreciating the excitement of group 1 and country thoroughbred racing.

Jason Shugg, executive director – marketing and membership, Melbourne Racing Club, said: “This time of year is perfect for relaxing and spending time with friends and family in the Summer sunshine. Whether people are looking to kick back with a picnic on the lawn, mingle in style, or simply want to try something new, the Relaxed Racing season has something to delight everyone.

“We hope this campaign will inspire people to come and enjoy some of the events at Caulfield Racecourse, where all the action of the Summer/Autumn racing calendar is happening.”

The new campaign builds on the success of the Relaxed Racing platform over the past two years.

Tim Gill, creative director, BWM Dentsu, said: “We wanted the Relaxed Racing 2016 campaign to reflect the chilled out vibe of the Summer/Autumn racing calendar, as seen by the race-goers themselves.”

The integrated campaign will run until March, across print, radio, OOH, digital, social and TV. 

CREDIT

Creative Agency: BWM Dentsu

Media: Vizeum

Clients:

General Manager – Marketing (Racing Victoria): Dale Stratford

Executive Director – Marketing and Membership (MRC): Jason Shugg

Marketing Manager (Racing Victoria): Sarah Stewart

Brand Communications Manager (MRC): Michelle Lang

Please login with linkedin to comment

Latest News

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine