Victoria Racing appoints Bohemia as its new media agency following competitive pitch

Media agency Bohemia, part of the M&C Saatchi Group, has been appointed by Racing Victoria (RV) following a competitive pitch process with the business moving from incumbent Vizeum.  

The account will be managed by Bohemia’s Melbourne team which was established in late 2017. The scope of the work includes media strategy, planning and buying including all digital, social and search. Bohemia will also provide strategic advice around media rights, content distribution and business case development for various RV media and customer ventures.

Says Sam Westaway, media director for Bohemia Melbourne: “We are thrilled to partner with Racing Victoria and this is an incredible win for the newly established Bohemia Melbourne. We look forward to working with the RV team in the lead up to Melbourne’s premier racing season, the Spring Racing Carnival.

“The partnership goes beyond a traditional media agency relationship given the incredible amount of content Racing Victoria has access to and as the Australian sports broadcasting landscape evolves.”

Says Marcia Allan, general manager – customer strategy and engagement at Racing Victoria: “Working with the newly created Bohemia Melbourne office is a great opportunity for Racing Victoria. We feel Bohemia truly understand our vision ‘Racing For All’ and our role in promoting the sport of Victorian Thoroughbred Racing.

“The agency’s strategic thinking, the work and communication during the pitch was outstanding and we are very excited to see this translate into our future campaigns. Bohemia is a dynamic business that can provide us with access to a broad range of resources across the M&C Saatchi Group, to help us grow engagement in Victorian Thoroughbred racing.”