The latest ad campaign from The Australian Turf Club has been unveiled, zoning in on the 2016 Sydney Autumn Carnival and the celebrations of 150 years of Aussie racing history at the carnival.
Creative agency Banjo is behind the new campaign, ‘The Tradition Continues’, working with the ATC to depict modern images overlayed with historic racing snaps in a 30-second montage, weaving it into the fabric of established Aussie culture.
The campaign draws on two of Australia’s biggest and most respected racing events, the Longines Golden Slipper, which is run for the 60th time this Sydney Autumn Carnival, and The Championships, the Grand Finals of Australian racing at Royal Randwick.
ATC chief operating officer Tony Partridge said the campaign captures both the racing and social elements of the Carnival in a style befitting a world-class racing event.
“There is so much to celebrate that is new and exciting in Sydney racing such as The Championships, huge prizemoney increases, the Longines Golden Slipper and the world’s best horses and jockeys competing but we know there is also an enormous amount of goodwill and pride in the history and tradition of the Sydney Autumn Carnival,” Partridge said.
“The campaign aims to give the Carnival context. Over coming weeks we will delve deeper into some of the archive images and footage that appears in the campaign. We will particularly focus on the 60th Longines Golden Slipper and reminisce about everyone’s favourite Slipper moments.
“In that context we will promote everything a modern day at the Sydney Autumn Carnival offers including our current Champions and the glamourous social side of the Carnival.”
In 2016 there will be a further $2.4 million prize money injection into the Carnival following ATC’s announcement of an improved financial result. In total, there will be more than $34 million in prizemoney offered across 45 Group races.