Racing Victoria launches new creative campaign for the Festival of Racing via By All Means

Racing Victoria has lifted the lid on racing’s premier event outside of the Spring Racing Carnival with an above the line campaign for the Festival of Racing (10 February – 24 March). The campaign, By All Means’ second for Racing Victoria since its July 2017 appointment, continues the agency’s creative platform ‘The Races Are Calling’ running through digital, TV, social, print, radio and outdoor.

The Festival of Racing is Victoria’s six-week summer and autumn showpiece that features elite racing action, first-class food, relaxed fashion and family-friendly entertainment.

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Says Marcia Allan, head of customer strategy and engagement, Racing Victoria: “The Festival of Racing features the return of Group 1 racing and a range of Country Cups. It is six weeks of premium racing in a more relaxed atmosphere than the Spring Racing Carnival. This campaign perfectly encapsulates the great sense of fun and excitement that the Festival of Racing brings.”

Alongside a mystical teleporting picnic hamper, the campaign features up-and-coming stars of the sport, jockey Stephanie Thornton and trainer Archie Alexander.

Says Toby Cummings, co-creative director, By All Means: “It’s good fun working the real stars of racing into each campaign we devise. It connects the work to the sport in a very real way, and gives us the low-down on which horses to keep an eye on during the season too.”

The Festival of Racing takes in feature race meetings at Flemington, Caulfield, The Valley and across country Victoria and offers over $30 million in prize money. It includes the first Group 1 race meetings of 2018, including the $1.5 million TAB Australian Cup at Flemington on Super Saturday, 10 March and Victoria’s premier two-year-old race, the $1.5 million Ladbrokes Blue Diamond Stakes at Caulfield on 24 February.

Says Allan: “This is the second year we’ve taken this feature racing period to market under the umbrella of the ‘Festival of Racing’ and we’re thrilled to be working with By All Means to ensure the Festival’s continued growth in both awareness and attendance.”

Racing Victoria

Retoucher: Nicholas Duell