Racing Victoria launches new creative campaign for 2017 Spring Racing Carnival via By All Means

Racing Victoria has launched its 2017 Spring Racing Carnival campaign via newly appointed agency, By All Means. The campaign introduces a new creative platform for the brand that will run across digital, TV, social, print, radio, stadium media and outdoor for the Spring Carnival and beyond.

Says Marcia Allen, head of customer strategy and engagement, Racing Victoria: “Racing holds something for everyone. Whether you’re a punter, viewer, racegoer or owner, racing, and the Spring Racing Carnival in particular, has a very special appeal.”

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The Spring Racing Carnival which runs for three months across Caulfield, Moonee Valley, Flemington and a host of country clubs is the pinnacle of thoroughbred racing in Australia and attracts visitors and attention from all over the globe, generating well over $700 million in economic benefit for the state of Victoria.

Says Allen: “The campaign reflects the inclusive nature of the Carnival and speaks to Racing Victoria’s vision of “Racing for All”. We’re certain that it will drive not only attendance but, more broadly, engagement of the sport with our key customers.”

Featuring last year’s Melbourne Cup winning jockey Michelle Payne, the campaign utilises a host of racing personalities including Matt Hill who’ll be calling his first Spring Carnival following the retirement of famed predecessor Greg Miles.

Says Ed Howley, co-creative director, By All Means: “It’s been a rewarding process: taking the strategic and creative response developed during a pitch forward at break-neck speed to meet the deadline of the first day of Spring. We feel the campaign is an exciting step forward for Racing Victoria.”

By All Means was awarded the Racing Victoria business in June following a competitive pitch and will assist Racing Victoria in promoting the sport of thoroughbred racing year round.

Client: Racing Victoria

3D Papercraft: Jason Riddell