CB Exclusive – Creative agency Balance has continued its relationship with Country Racing Victoria with an August 1 brand campaign relaunch titled ‘It’s got it all’.
Balance set out to build on the strong foundations created for the brand over the past 6 years of “Get your heart racing” and “it’s a great day out”.
Says David Gullotti, creative director/partner, Balance: “Research told us consumers wanted to engage with the spirit of Country Racing – the way racing should be. They also wanted more than just a race day experience. They want a connection to the bush and the local regions – to sample produce, wines, entertainment, the landscape and unique local attractions.”
With the total support from the State Government this campaign will have unprecedented reach throughout metro and regional networks. The campaign will be supported by state-wide TV, radio, outdoor, print alongside a website relaunch.
Says Darren Galley, marketing and business development manager, Country Racing Victoria: “We worked with the team at Balance on developing the original “Get your Heart Racing” Campaign. In the 5 years since that campaign launched Country Racing’s awareness and likeability has improved substantially. The new “It’s Got it All” campaign evolves the brand and will develop a deeper more meaningful connection with the consumer. Balance have been integral in every aspect of the development of the Country Racing brand and have been tremendous advocates and partners for us.”
Client: Country Racing Victoria
Client Representative: Darren Galley / Rita Catania
Creative Director: David Gullotti
Senior Art Director: Tim McDougall
Art Director: Lee Sampson
Writer: Tim O’Shea
Account Manager: Tanya Gnoato
Head of Account Service: Trent O’Sullivan
Head of Digital: Rebekah Kamsky
Director – Lizzy Bailey
Producer – Darren McFarlane
DOP – Aaron Farrugia
AC – Ellery Ryan Jr
Editor – Richard Hamer
Original Music – Rob Upward