In partnership with Brisbane Racing Club, Independent and full service agency, Co.gency have delivered a digital transformation, as well as shift in brand positioning, officially launching to coincide with Stradbroke Season, Queensland richest racing carnival.
Co.gency first engaged with BRC in late 2019 to undertake a digital transformation project covering data warehousing, ticketing, CRM, membership management, eCommerce, marketing automation, and analytics. The outcome of the project has given BRC a detailed view and single point of truth for fans, members and visitors.
James Currah, managing partner of Co.gency said “Our initial objective was to connect the end to end BRC experience. While we’ve now successfully delivered this, by gaining such an intimate view of BRC and its customers, it became apparent that their true value needed to be better and more widely communicated”
“The brand positioning “Feel Closer” reflects the excitement of a live sports and entertainment business. But more than that, it captures the camaraderie shared across the racing industry and experienced by visitors to the track” said Currah.
Tony Partridge, CEO of Brisbane Racing Club said “the campaign captures the spirit and excellence of racing while showing how it permeates through our broader hospitality, events and member experience offering”
Currah added “As an industry we often see a philosophical divide between technology and brand led agencies. This is a great, practical example of how brand and tech should contribute to one another”
Stradbroke Season officially kicks off with Guineas Day on the 29th April and runs through to Stradbroke Day on June 10.
Feature image source: Youtube/@Brisbane Racing Club
