THE Australian Jockey Club (AJC) is continuing its campaign to position the races as a sexy social event with the launch of its latest campaign to promote the Easter racing program at Royal Randwick.
The new spot features provocative images of a beautiful woman preparing herself for a day at the races and features the new tagline “Princesses approve” replacing “Princesses welcome” the positioning that was launched in 2002.
Since the launch of that original campaign the AJC says overall crowd numbers at Royal Randwick have risen by 19% with the numbers of women attending up by 33%.
Promoting the revamped 2004 San Miguel Easter Carnival, the new TVC is set to the song “Money—that’s what I want”. It features shots of the woman combined with action shots of horse racing and major Sydney icons.
Credits: AdPartners Group, creative director Brian Hallett, art director Caroline Butler, production Manifesto Films, director Rik Gabriel.
