Newcastle Jockey Club today announced it would seek services of a creative agency to revitalize its 115-year-old brand.

Recently appointed chief executive officer, Matt Benson said that the Club has enormous potential to be the leading provincial racing club in New South Wales.

“Newcastle Jockey Club has a solid grounding as a leading club but requires the injection of a refreshed brand in order to stay at the forefront of sport and entertainment in Hunter region,” Benson said.

“We are underway with our revitalisation plan which includes the exploration of a new direction in our brand and marketing.

“There’s a fine balance between how we promote the club to our key target markets all with differing needs and media consumption and we hope to find a creative agency with specialist expertise and experience.”

Newcastle Jockey Club has an iconic history of hosting thoroughbred racing in Newcastle for over 100 years. The club stages 34 race meetings per year at Broadmeadow, 11 Race Meetings per year at Cessnock and plays host to approximately 150 non-race day events.