The Australian Turf Club launches ‘It’s Going to Get Racy’ campaign in the lead up to the 2014 BMW Sydney Carnival via MJW
The Australian Turf Club (ATC) via MJW, has launched an exciting new consumer campaign, ‘It’s Going to Get Racy’ in the lead up to the 2014 BMW Sydney Carnival (22 March – 26 April 2014).
The campaign will be used throughout the 52 week racing calendar, appealing to racing enthusiasts, racing novices, sports enthusiasts and social entertainment seekers, raising the profile and perceptions of the live experience of racing.
The campaign features 30, 60 and 90 second TV commercials, print, outdoor and digital executions, and positions the ATC venues and race days as one of the most desirable destinations for racing entertainment, as both a popular sporting and leisure destination. The campaign invites 
viewers into a playground of aspiration and exhilaration, evoking the live atmosphere, characters and energy of the races.
Following extensive research commissioned by the ATC in 2013, four key target markets of racegoers or potential racegoers 
were identified, with commonality around attending social events, hanging out with friends in a social setting, and were either ‘key influencers’ or ‘followers’ of their group. The new ‘racy’ campaign addresses these key characteristics with colourful characters developed to align with 
these target markets. These characters like to enjoy a multitude of offerings at the track including dining, betting, parading, flirting, socialising and racing. These characters have also been matched back to the theme of each Carnival race day and offer an experience the public can identify with.
The soundtrack – a rendition of ‘Peaches’ by The Stranglers – sets the tone of the campaign, creating hype around the race day as an event and is an apt track to introduce the race day characters.
Says Tony Partridge, executive general manager of commercial and sales: “Our new campaign intends to appeal to traditional racing enthusiasts while introducing the fun and glamour of racing to a new audience. There is something for everyone at the races and we want people from around the country to join us at Royal Randwick and Rosehill Gardens for an unsurpassable Carnival and beyond.”
The advertisement is designed to appeal to both new and existing audiences in the lead up to Sydney’s most spectacular sporting and social event of the season, The BMW Sydney Carnival, and will continue to roll out over the year introducing additional characters for the Spring Carnival.
13 Comments
Never have I wanted to go to the races less than I do right now. Horse racing is exciting, romantic, thrilling. It couldn’t be any easier to sell. How do so many smart people create something so horribly charmless and unwatchable?
It makes me wanna high-five the entire cast. In the face. With a piano.
@anti-ad I think you may have missed the ATC’s intent here. If I understand what is being said by them. They clearly didn’t know who their market was( a big admission from an organisation with over 100 years history) hence they did ‘extensive research’ to identify their four key target groups, then they decided to represent these identified groups as hideous caricatures of themselves backed by an old pop song all produced by a caricature of an advertising agency.
Maaastermind, I do believe you nailed it.
Should it not say “Aristocrat” or is there a reference to the 1970 Disney animation I am missing?
It feels like they took the manure off the track and made ads with it…
This has definitely moved Sydney racing into a place to be. But of course unemployment is tough. Angst and bitterness is hard to shake. Some wont be able to pay their way in. The pub and free water is always an option.
All I can think of right now is Bob Saget’s part in “the aristocrats”
Old Wood your support of this campaign has more than a hint of direct involvement.
Put simply, BWM don’t make very good advertising.
it’s not from BWM you simpleton. It’s MJW…
@simply stupid… You are either from BWM distancing yourself from this packet of poo ticket or MJW (who???) trying to take credit
actually, neither Each way bet. But I can read…