Perth Racing promotes Ascot Summer Racing season in a fresh campaign via 303Lowe, Perth
303Lowe Perth has created a new campaign for Perth Racing promoting the Ascot Summer Racing season and encouraging people to rethink what a day at the races involves.
The ‘Reimagine the Races’ campaign showcases Ascot as an entertainment destination for a new generation of young people.
The aim is to shift public perception about the races and engage a younger audience of 18 – 34-year-olds, by helping them to reimagine what is on offer at Ascot.
Fronting the campaign are Perth Racing’s new ambassadors: Ash, Bec and Lee, three local actor/comedians (Sarah Danz, Adrienne Daff 
and Emily Rose Brennan) who aim to inject an element of stylish fun.
The integrated campaign will include TV, radio, press, digital, POS and transit outdoor advertising.
A short-format web comedy series called ASHBECLEE will form the content component of the campaign. The satirical drama follows three girlfriends; Ash, Bec and Lee over one weekend in Perth.
Filmed and written from a very local perspective, the series crosses the West Coast and ultimately concludes in a day at the races.
The seven part web series called ‘Ashbeclee’ has launched on YouTube. A new episode will be released every week via a dedicated YouTube channel.
Says Todd Baker, business director at 303Lowe: “With this campaign we are really looking to position Ascot as the new place to be – we want to make it famous as an iconic destination each and every Saturday.”
Says Richard Berney, creative director at 303Lowe: “This campaign needed make a firm change in the market perception of Perth Racing. Younger, more social and inventive – we’ve steered away from the burden of race day clichés towards something that is unexpected, stylish and more honest.
“Ascot has recently blossomed to become a very beautiful and exciting destination for Perth Saturdays. The wider psyche doesn’t know or remember Ascot this way, particularly younger people – so we simply 
needed people to reimagine the races.”
Creative Director: Richard Berney
Creative/s: Richard Berney, Joe Hawkins
Head of Design: Melissa Radman
Writers: Tom Medalia, Michael Matthews, Antony Webb
Photographer: Juliet Taylor
Director: Michael Matthews
Producer/Editor: Antony Webb
Business Director: Todd Baker
Business Manager: Charnre Terblanche
Business Coordinator: Steven Peles
Agency Producer: Kelly Dobbin
Digital Director: Peter Liddell
Channel Strategist: Warwick Kingston
Director: Michael Matthews
Producer: Anthony Webb
DoP: David Le May
Sound Production: Soundbyte
Post Production: Ant Webb/Siamese
8 Comments
Absolutely awful!
What a mess, a wasted opportunity.
i laughed enough to watch all 8 minutes. Good stuff guys! #longformcontent
Good on 303Lowe for trying something different. The trailer is great. The episode is a mixed bag.
Great! Are you really hating on this? Great stuff. Good Old Western Australia. Still part of Australia.
I think this is really good content, insightful and funny with good performances and direction. But is it good branded content? That remains to be seen. Very curious to see how this rolls out.
I actually think that these are really well done.
Good comedy well written.
It’s not an easy thing to do.
why do budgets keep going to the same film crews turning this crap. this is not thinking outside the box. this show is terrible, and it probably cost a bit.