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).
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.
Creative Agency: BWM Dentsu
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