BWM Group Melbourne has launched the 2014 Melbourne Spring Racing Carnival campaign.
The campaign captures the lip-biting thrill, the hand-wringing tension and ground-shaking excitement of being trackside at the races.
In market from 1 September to coincide with the unveiling of Victorian thoroughbred racing’s new brand identity – which is simply called Racing – and the start of spring, the campaign carves out a new niche for Victorian horse racing as ‘not just a sport you watch, it’s one you feel’.
This is the second campaign instalment BWM Group Melbourne has delivered for Racing Victoria and two of the state’s key racing clubs – Melbourne Racing Club and Country Racing Victoria – and is the next evolution for the ‘Get Back on Track’ positioning, established in 2013.
General manager marketing at Racing Victoria, Dale Stratford, said: “Through this campaign we aim to convey the thrill, excitement and exhilaration of racing.
“Together with Melbourne Racing Club, Country Racing Victoria and BWM Group Melbourne we’re aiming to ensure the sport has a greater presence in an already crowded marketplace while also ensuring the Spring Racing Carnival continues to be seen as the premier sporting, social and fashion event of the season,” Stratford said.
The campaign creative, led by executive creative director at BWM Group Melbourne Murray White, taps into the distinct atmosphere and 100 year heritage of Victorian horse racing.
White said: “Last year we launched ‘Get Back on Track’ to disrupt the category, challenge boring weekend activities and remind Victorians about why they love going to the races.
“This year we’ve taken that passion for the races a step further, delving into the glamour and the heart-racing excitement, to capture the feeling of being trackside when your horse thunders across the finish line,” said White.
An innovative media approach has been adopted for the campaign, which combines traditional, social and digital elements with street furniture installations and on-course activations.