This week saw the launch of the first major campaign from The Brand Agency for The Races WA. The Races WA is a newly developed brand within Racing and Wagering WA (RWWA) supporting the thirty-seven race clubs across Western Australia. To launch the brand, The Brand Agency developed the Life’s Better With Horses campaign to remind millennials of the magic of the races.
The campaign will first kick off in the regional areas this month across both digital and traditional media channels, and will be commence in the metro area in April in the lead-up to the Autumn Racing Carnival and continue throughout the calendar year.
The campaign launches with three TVCs showcasing different scenarios where life is made better with horses. This fully integrated campaign will run across regional TV, cinema, digital video, digital display, press, social channels including Snapchat and Tinder, OOH and search.
The Brand Agency in partnership with Racing and Wagering WA was responsible for all strategy, media planning, creative and campaign production.
Katie Roberts, Manager, Marketing and Content, RWWA said, “With 37 thoroughbred race clubs across Western Australia and one of the biggest country racing precincts in the world, we are committed to supporting and implementing initiatives to ensure a sustainable future for racing in the State. The campaign tag-line ‘life’s better with horses’ can be applied across multiple initiatives and is versatile for all race clubs, making it a powerful marketing tool to drive greater on-course attendance and engagement in both the metropolitan and regional areas.”
Creative Director, Dean Hunt added, “SFX: Horse Nicker. Put added horse into a social situation and the atmosphere is instantly charged. This super simple campaign was brought to life wonderfully with the help of our fantastic internal team, legendary production partners and the delightful clients at RWWA, who gave us all the freedom, support and collaboration we needed to get it up to speed. Life’s better with horses. See you at the races!”
Client: Racing & Wagering WA (RWWA)
Manager, Marketing and Content: Katie Roberts
Marketing Coordinator: Sophie Ferguson
Executive Creative Director: Marcus Tesoriero
Creative Director/Copywriter: Dean Hunt
Head of Art/Art Director: Nathan Teoh
Copywriter: Anneliese Sullivan
Strategy Director: Hannah Muirhead
Senior Account Director: Lauren Britton
Account Executive: Stephanie Gotch-Martin
Head of Media and Analytics: Angela Naaykens
Media Buyer: Shauni Giles
Head of Design: Dan Agostino
Producer (King Street): Caitlin Baird
Editor (King Street): Mason Truong
Production Company: Guilty
Director: Tony Rogers
Executive Producer: Jason Byrn
Offline Editor: Tim Parrington
Online Editor: James Scott
Colourist: Ciara Gallogly
Sound: Cue Sound
Engineer: Mike Fragomeni