Perth Racing promotes Ascot Summer Racing season in a fresh campaign via 303Lowe, Perth
303Lowe Perth has created a new campaign for Perth Racing promoting the Ascot Summer Racing season and encouraging people to rethink what a day at the races involves.
The ‘Reimagine the Races’ campaign showcases Ascot as an entertainment destination for a new generation of young people.
The aim is to shift public perception about the races and engage a younger audience of 18 – 34-year-olds, by helping them to reimagine what is on offer at Ascot.
Fronting the campaign are Perth Racing’s new ambassadors: Ash, Bec and Lee, three local actor/comedians (Sarah Danz, Adrienne Daff 
and Emily Rose Brennan) who aim to inject an element of stylish fun.
The integrated campaign will include TV, radio, press, digital, POS and transit outdoor advertising.
A short-format web comedy series called ASHBECLEE will form the content component of the campaign. The satirical drama follows three girlfriends; Ash, Bec and Lee over one weekend in Perth.
Filmed and written from a very local perspective, the series crosses the West Coast and ultimately concludes in a day at the races.
The seven part web series called ‘Ashbeclee’ has launched on YouTube. A new episode will be released every week via a dedicated YouTube channel.
Says Todd Baker, business director at 303Lowe: “With this campaign we are really looking to position Ascot as the new place to be – we want to make it famous as an iconic destination each and every Saturday.”
Says Richard Berney, creative director at 303Lowe: “This campaign needed make a firm change in the market perception of Perth Racing. Younger, more social and inventive – we’ve steered away from the burden of race day clichés towards something that is unexpected, stylish and more honest.
“Ascot has recently blossomed to become a very beautiful and exciting destination for Perth Saturdays. The wider psyche doesn’t know or remember Ascot this way, particularly younger people – so we simply 
needed people to reimagine the races.”
Creative Director: Richard Berney
Creative/s: Richard Berney, Joe Hawkins
Head of Design: Melissa Radman
Writers: Tom Medalia, Michael Matthews, Antony Webb
Photographer: Juliet Taylor
Director: Michael Matthews
Producer/Editor: Antony Webb
Business Director: Todd Baker
Business Manager: Charnre Terblanche
Business Coordinator: Steven Peles
Agency Producer: Kelly Dobbin
Digital Director: Peter Liddell
Channel Strategist: Warwick Kingston
Director: Michael Matthews
Producer: Anthony Webb
DoP: David Le May
Sound Production: Soundbyte
Post Production: Ant Webb/Siamese
10 Comments
interesting experiment and huge kudos to Ascot for being brave enough to pony up for the production costs, but after 2 minutes i could tell this series is going to be about as interesting to watch as the press is to look at. ‘get the girls and the boys will come’ is an interesting strategy for horseracing, hope they continue to be fearless and continue to invest once this campaign reaches its predictable conclusion.
Good on Perth Racing for letting the agency have a crack at long form content. The result is unfortunate – not funny and a bit self indulgent!
Shame about the two nags dying at Melbourne Cup. As they say, you can’t flog a dead horse – but good to see Perth Racing giving it a go…
L O V E.
I love it guys! Well done to 303 and Perth Racing for doing this. It’s certainly brave and that alone should be applauded. I’d love to see more + some serious ‘social’ activity support. Great work!
Sorry, brave alone certainly should not be applauded. Brave and good should be applauded. What brave and try hard does is turn people off being brave in the future. Not sure PR will go down this route again.
I think this is really great. This is the kind of thing more and more of us need to do. My only comment is that I want it all now. Don’t feed it out like a regular TV series. Give us the whole thing like House of Cards. I liked it but maybe not enough to seek it out again. I would have watched the next episodes if they were there.
@great… So on one hand you say it’s really great, but then you say you actually don’t like it enough to watch it over the seven weeks. What’s so great about that? Yeah, it’s definitely brave as some people have noted. But some would say a blind-folded jockey riding a horse on top of a moving train is brave, too!
@ kegs – It’s brave and it’s good. You obviously have a different opinion and that’s totally fine, there’s no need for an apology. It is easy to criticize brave work however because by it’s nature its new and it stands for something (hence my applause). But as I’m sure you are aware, doing the easy thing rarely advances any situation. If your response and those you speak of, as a result of others bravery is to continue to play it safe and shy away from what appears difficult, then I question why you’d bother at all? There is no effort without error and effort my friend is what’s required. So again, bravo PR and 303, and good luck to you sir (or madam).
This is by far the most interesting campaign to come out of Perth in years. As “Bart” says – It’s brave and it’s good.