Australian Turf Club appoints Emotive as creative agency ahead of racing’s Spring Carnival season

Full service creative agency Emotive has been appointed by the Australian Turf Club (ATC) as its creative agency partner leading into racing’s Spring Carnival season.

Emotive will manage ATC’s racing carnival campaigns across Spring and Autumn including strategy, creative, production and social distribution, with work on the account beginning immediately.

ATC operates 110 thoroughbred race days, events and hospitality across all four Sydney racecourses – Royal Randwick, Rosehill Gardens, Warwick Farm and Canterbury Park. Spring highlights include the world’s richest race on turf, The TAB Everest at Royal Randwick and Rosehill Garden’s new flagship race, The Golden Eagle worth $7.5m.

Says Corina Black, executive general manager, commercial at ATC: “Emotive demonstrated strong strategic and creative thinking and their track record of driving emotional connections between brands and consumers was a significant factor in our decision to appoint them. We’re looking forward to working with the Emotive team to bring our race day experience to new audiences.”

The win is the latest in a series of new accounts for the Sydney headquartered agency which has experienced significant growth since repositioning last year to become an integrated creative agency delivering content, advertising and experiences.

Says Simon Joyce, CEO and founder of Emotive: “Going to the races is a quintessentially Australian pastime and we’re honoured the ATC have entrusted us to communicate the excitement and fun a day at the races offers.”

The first ATC campaign from Emotive will launch for Everest Carnival 2019 which runs across seven race days from 21 September to 2 November.