Racing and Wagering WA entices audiences to love racing in new campaign via 303Lowe
Racing and Wagering WA (RWWA) has beckoned people to look at thoroughbred horse racing in a different light with the launch of its ‘For the Love of Racing’ campaign.
Working with 303Lowe, RWWA has created a marketing first for the WA racing industry. A campaign solely promoting the sport of racing through the theatre, emotion and passion of the thoroughbred industry and those involved in it.
RWWA Executive Manager Marketing and Communications, Charlotte Mills, said For The Love of Racing is about showcasing all that is great about the racing industry.
“From the thoroughbred itself to those involved in putting on the show and their emotional connection to our animals, along with the excitement and unique entertainment offering that racing provides. It will be used as the key message to underpin further promotion and awareness of the broader racing industry to new audiences”.
The campaign was created in consultation with the industry – informed by extensive internal workshops, surveys and research with RWWA members from the Thoroughbred industry.
“The learnings from the industry were clear, they wanted to celebrate the theatre of the sport, tell the stories and celebrate its heroes,” said 303Lowe Head of Planning Derry Simpson. “Our goal was to create excitement around the industry in an authentic way – using it’s people, animals and the sheer energy of the sport.”
In addition to the overarching ‘For the Love of Racing’ campaign, which promotes the industry as a whole, RWWA has worked in conjunction with Perth Racing to develop a tailored television commercial and marketing material to promote the upcoming Spring Racing Carnival, which will be rolled out over the upcoming Spring season.
The photography and footage for the campaign was shot locally, with the support of many industry members and staff. RWWA and 303Lowe are grateful to all those who helped make this happen.
The campaign is running across TV, social and digital media, large format outdoor signage and a new website.
Harness and Greyhound racing will benefit from similar campaigns commencing next year.
CREDITS
Client
Executive Manager Racing Marketing and Communications: Charlotte Mills
Agency
ECD: Lindsay Medalia
Head of Copy: Joe Hawkins
Head of Art: Ross Dungey
Producer: Kelly Dobbin
Head of Planning: Derry Simpson
Strategic Planner: John Linton
Business Director: Todd Baker
Business Manager: Charnre Terblanche
Business Executive: Steven Peles
Production
Photographer: Luke Carter-Wilton
Production Company: Moth Productions
Director: Onil Kotian
Music: Nylon Studios
1 Comment
Shame that the opening day at Ascot was cancelled after the first 3 races due to the track being substandard!