Australian Turf Club launches to connect with ‘anonymous’ customers

The Australian Turf Club has dived into the content marketing space with the launch of which will run as an independent publishing business.

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The platform will act as a national event calendar for racing, with verticals also covering off fashion, beauty and food.

It is edited by Andrea Hetherington, who most recently was the senior go-to market manager for Salmat. Previous to that she worked with Ninemsn as a digital project manager and at STW Group as a digital account manager.

The Races will offer tickets and “money can’t buy experiences” in Sydney initially but with the aim to extend opportunities over time.

An initiative of ATC chief operating officer Tony Partridge, the site has been in the pipeline since the club began promoting #theraces on social media 18 months ago.

Tony Partridge:

Tony Partridge: “It’s about connecting currently anonymous customers to racing”

He said: “Hundreds of thousands of Australians attend Australia’s major racing carnivals each year, generating significant local economic activity (by) spending on retail fashion, jewellery and accessories, hire cars, hospitality, travel and accommodation. In Sydney alone 130,000 Spring Carnival attendees generate $50 million of local economic activity each year.

“Over time, will engage with these customers, knowing which events they intend to attend, surprising and rewarding them with offers that make preparing for their day much more exciting.

“But it’s more than a commercial opportunity. It’s about connecting currently anonymous customers with racing and most importantly, improving the event experience by giving our customers an online community.”

“ will evolve over time. We know the name resonates because we have helped take #theraces to more than 25,000 posts on Instagram alone and it continues to grow organically. Future stages will see a Chinese language version of the website and a more international perspective.”


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