Royal Randwick rolls out fashion, racing and social personalities in new campaign

This autumn, Royal Randwick has enlisted fashion, racing and social identities to feature in the Sydney Carnival at Royal Randwick print advertising campaign.

The Carnival, which this year sees the running of the 150th Derby on David Jones Australian Derby Day and the 100th Oaks on Emirates Doncaster Day, will celebrate history in the making. 

The advertising campaign, developed by leading creative agencyGeneration Alliance, captures all facets of Sydney Carnival – racing,fashion and social activity – tapping into a diverse market of Sydneyrace goers.

Melinda Madigan, Executive General Manager Marketing at The AustralianTurf Club, said, “Racing is a big part of Australia’s sporting andsocial history and connects with people of all demographic andsociographic profiles.   Highlights of a day at the track are uniqueand include seeing the bookies and punters in a frenzy before the race,watching people cheer their horse down the home straight and theshowcasing of the latest racing fashion. We have developed a stylishcampaign for Sydney Carnival at Royal Randwick which we have called”the thoroughbred collective”. It taps into all the appeals of racingat the prestigious venue and brings together key identities withinracing, social and fashion industries who have a close affiliation withRoyal Randwick.”

The campaign features leading trainers Gai Waterhouse and BartCummings, up and coming trainers James and Edward Cummings, RoyalRandwick Carnival Ambassador Jodi Gordon, fashion designer CarlaZampatti, milliner Nerida Winter, Australia’s first female bookieBrooke Pendlebury, jockeys Nathan and Tommy Berry and Australian actorand racing fanatic Roy Billing.  

Ms Madigan said, “These colourful personalities embody the excitementof what Sydney Carnival at Royal Randwick delivers – a dynamic socialscene, trackside fashion and the exhilaration of the sport itself.”

Jacqueline Morony, Generation Alliance Creative Director, said, “TheAustralian horse racing industry has many influential personalities. We saw this milestone Carnival as an opportunity to engage the supportof Australia’s most influential identities involved in racing and RoyalRandwick.

“We have a few celebrity moments in the Sydney Carnival at RoyalRandwick campaign this year with fashion designer Carla Zampatti andmilliner Nerida Winter representing racing fashion, Royal RandwickCarnival Ambassador Jodi Gordon representing fun and style at thetrack, Sydney’s leading high profile trainers and jockeys GaiWaterhouse, Bart Cummings and Tommy and Nathan Berry representingquality racing and Roy Billing who is not only a famous face but a firmfixture in the Royal Randwick members stand.  The campaign also servesas a great way to introduce the next generation of racing, James andEdward Cummings, to the Australian public.”

There are four print advertisements in the campaign.  Three framesrepresent each of the race days and their brand identities and thefourth frame encompasses the entire Sydney Carnival at Royal Randwick. David Jones Australian Derby Day is positioned as the glamour day,Emirates Doncaster Day is positioned as a punters day and SchweppesSydney Cup Day, which falls on the Easter long weekend, is positionedas a playful day for all race goers and the grand finale of SydneyCarnival.  The group shot, which represents the entire Sydney Carnivalat Royal Randwick, features 16 personalities and encapsulates the keybrand values of Royal Randwick Sydney Carnival – style, glamour and asense of occasion.

The Sydney Carnival at Royal Randwick campaign will roll out to marketin a two tiered strategy. The first phase will see the hero group shotlaunched to promote the Carnival as a whole and the second phase willsee the tactical advertisements representing each race day released tomarket closer to the event.  

The campaign will include a mix of above and below the line advertisingmediums including press, outdoor, radio, television, digital and directchannels.  The first print advertisement for Sydney Carnival at RoyalRandwick will launch to the Sydney market on March 20 in The SundayTelegraph.  

The new Sydney Carnival is a world class racing, social and fashionevent that kicks off at Rosehill Gardens and runs March 19, March 26,and April 2, then all the excitement shifts to Royal Randwick  on April9, April 16 and April 23 April.

Creative Credits:

Agency: Generation Alliance

Creative Director – Jacqueline Morony

Agency Producer: Kate Aitken

Account Director: Elizabeth Dawson Gain

Photographer: Hugh Stewart

Clients: Bettina Brown, Odetta De La Vega and Alex Fisher

Media: Scott McCaffrey (Mitchells Media)

The Collective

Front Row (L-R): Edward Cummings, Trainer. Gai Waterhouse, Trainer. Nerida Winter, Milliner. Roy Billing, Actor/Punter.

Bart Cummings, Trainer. Jodi Gordon, Actress/Model/Celebrity Ambassador. Brooke Pendlebury, Bookmaker. Hugh Bowman, Jockey.

Top Row (L-R): Mick Stanley, Clerk of the Course. Carla Zampatti, Fashion Designer. Bob Bouffer, Bugler. Nathan Berry, Jockey. Phoebe

Griffiths, Model. Tommy Berry, Jockey. Georgie Wass, Model. James Cummings, Trainer.