The 2014 Melbourne Spring Racing Carnival launches campaign via BWM Melbourne
BWM Group Melbourne has launched the 2014 Melbourne Spring Racing Carnival campaign.
The sensuous 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.
Says Dale Stratford, general manager marketing at Racing Victoria: “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.”
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.
Says White: “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.”
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.
The centrepiece of the campaign is a 30-second TVC which is on air from Friday, 5 September. Remaining integrated campaign elements will be rolled out between 1 September and 23 November.
Racing Victoria – Client
Andrew Catterall, Executive General Manager, Strategy & Development
Dale Stratford, General Manager Marketing
Sarah Stewart, Marketing Manager
Rebecca Moffat, Senior Marketing Coordinator
Ashley Curnow, Digital Marketing Coordinator
Melbourne Racing Club – Client
Michael Leake, Marketing Manager
Bridget Buckley, Advertising and Creative Coordinator
BWM – Creative Agency
Mark Watkin, Managing Director
Belinda Murray, Client Service Director
Nick Bollard, Senior Account Manger
Duncan MacRae, Account Executive
Susannah Stoney, Planning Director
Diarmuid McSweeney, Senior Strategic Planner
Murray White, Executive Creative Director
Amy Hollier, Creative Director
Mike Lee, Writer
Nika Hellstrom, Art Director
James Croxford, Art Director
Jennie McCartney, TV and Radio Producer
Pat Vitetta, Print and Digital Producer
Brian Patto – 2nd Unit Director
Title Artist Management – Production Company
Chris Searl, Director
Maree Mitchell, Producer
Risk – Sound Design
Paul Baxter, Sound Design
Cutting Edge Melbourne – Post Production Company
7 Comments
How to make a truly exciting event seem like the most experience ever. started like every single racing promo ever made with the bolt from the gates, only where’s the noise, the passion, the fun and festivity? And just when you thought it couldn’t get any worse we’re hit with the ‘Get back on track’ pun. A real donkey.
Sorry but it is pretty flat. And it looks like its not finished.
A meh ad for a product that should be sexy and fun and fashion and festive.
Blame the client.
Sport You Can Feel is a generic line for pretty much any sport, but at least you can put an idea into it.
So where is the idea?
Nice ponytail dude.
Get back on your own tracks…
At least this idea captures something that’s a truth, there’s genuine adrenaline when your watching the horses with a bet on with a group of friends.
i’ve been noticing lately and here once again that people who happen to dislike certain ads posted on this blog are being called trolls (obviously by those who made the spots in the first place) this is apparently a forum for people in the industry to honestly comment on work being submitted by peers without fear of repercussions. the fact that someone on here doesn’t like your ad does not make them a troll. if you don’t like peoples opinion don’t post your shitty ads in the first place. hate the game not the player.
It may not be all that exciting but it is at least a racing ad that tries to sell the excitement of racing rather than the people that attend. If you want to attract people to horse racing for the racing I think that they have the balance right to me. Far too many campaigns have made this all about everything but the product and all about the other things that go with it. The worst being that awful and embarrassing rubbish pedalled out by the Sydney Championship earlier this year which was supposedly all about the types of people who go and chose to represent them as grotesque charmless caricatures.