The Australian Turf Club today launches its advertising campaign for the upcoming 2016 Sydney Spring Carnival. Titled ‘Sydney Comes to Life’, the campaign represents the sense of ‘awakening’ that comes with Sydney’s seasonal change from Winter into Spring.
The work of creative agency Pencil & Pixel, the ‘Sydney Comes to Life’ campaign will be seen across TV, print and outdoor exuding the colour, pizzazz and energy that Sydney has in abundance at this time of year.
Intertwining fashion and racing, the creative features famed jockey Hugh Bowman in Magic Bloodstock and Winx Silks in a nod to the calibre of racing talent that will be seen in Sydney this season.
A must-have on Sydney’s social calendar, the Sydney Spring Carnival brings punters and everyday racegoers together for a festival of premier thoroughbred racing, stunning fashion, entertainment and premium hospitality.
Held across Sydney’s premier racecourses, Royal Randwick and Rosehill Gardens, the Sydney Spring Carnival comprises of a nine week event series from 10 September to 1 November, culminating with the McGrath Real Estate Agents Melbourne Cup Race Day Meeting, the biggest day on the Sydney racing calendar.
Tony Partridge, Australian Turf Club chief operating officer said the campaign reflects the energy that the Spring Carnival brings to Sydney.
“We are seeing Sydneysiders become more aware and involved with racing during the Spring. This campaign is our opportunity to capitalise on the market noise the racing season brings to Sydney and give Sydneysiders the permission to come to Royal Randwick or Rosehill gardens and really celebrate what Spring Racing is about,” said Partridge.
The 2016 Sydney Spring Carnival will see almost $12 million in prizemoney and a total of 21 Group races. Leading into the carnival, the Australian Turf Club will announce a host of social and racing identities, set to become ambassadors for what will be an unmissable race season.
Client: Australian Turf Club
Agency: Pencil & Pixel
Female talent: Rosie Tupper (Viviens)
Male Talent: Rhys Hobbins (Chic) & Gabe Colello (Kult)
Photographer: Steven Chee
Stylist: Jackie Shaw
Hair & Make-up: Noni Smith
Retouching: Capture Lab
PR: The Mint Partners