Racing Victoria has appointed creative services business KOJO to develop creative strategy and execution across all channels for the 2016 Spring Racing Carnival.
The appointment builds upon a successful 12-month partnership, where KOJO was engaged to develop an integrated content and social strategy for the 2015 Spring Racing Carnival and the 2016 Relaxed Racing campaign.
RV marketing manager Sarah Stewart said KOJO’s appointment to lead the creative strategy will set the tone of this years’ Spring Racing Carnival.
“This year we have taken a different approach by bringing KOJO on board to further develop our customer-led strategy including creative design and execution across all mediums with an increased focus on digital channels,” Stewart said.
“This integrated approach will ensure a bold and imaginative strategy is reflected across the entire customer journey, maximising our audience’s engagement in the Spring Racing Carnival, the highlight of Australia’s sporting, social and fashion calendar.
“The appointment follows on from the success of KOJO’s strategic approach, the quality of the team’s work and ability to bring the Spring Racing Carnival’s unique stories to life.”
Chief strategy officer at KOJO, Stephen Lord, said he recognises the need for brands to think differently to engage target markets across both traditional and contemporary platforms.
“In the past year, KOJO has seen increasing interest from clients in our creative approach, leading customers on a memorable journey across a range of integrated channels ensures they engage and embrace brands,” he said.
“At KOJO we merge strategy, creativity, production experience and technology to truly inspire audiences. Our approach to marketing, communications and advertising is about partnering with confident brands to push the boundaries and communicate their stories like never before, all in order to create memorable experiences that deliver great business outcomes.
“We are excited by the opportunity to extend our partnership with Racing Victoria. We look forward to bringing the Spring Racing Carnival brand to market, securing its position as the leading sport and entertainment event in Australia.”
The Spring Racing Carnival officially launches on September 1 and includes 45 feature race days across Victorian city and country racecourses concluding with the Ballarat Cup on 19 November.