Australian Turf Club reminds punters the races aren’t all about racing

Australian Turf Club has launched a new campaign titled ‘Expect It All’, aimed at highlighting the range of activities surrounding the forthcoming racing carnivals.

Expect It All will serve as the foundational marketing and creative campaign for Australian Turf Club across forthcoming carnivals, including both the 2024 Sydney Autumn Racing Carnival and the 2024 Sydney Everest Carnival.

The campaign was brought to life by creative agency MAXCo.LAB, utilising illustrations by Stuart McLachlan, which splash across the action on offer — aimed at highlighting “how racing has evolved, appealing to a new generation who flock to Sydney’s racecourses for the wide variety of experiences on offer for a social day out”.

According to the ATF, the consumer campaign was created to “encompass and display the range of racing, social and lifestyle, entertainment, premium dining, and fashion touch points that are consistently available during a day out at the races”, noting that 2023 consumer data showed 64% of General Admission respondents stated a ‘day out’ was their greatest motivation to attend a race day.

“Designed for the modern racing enthusiast, it’s all about non-stop excitement and unforgettable experiences that captivate the growing number of young racing aficionados drawn to Sydney’s vibrant racecourses,” Donna Forbes, head of commercial at Australian Turf Club, said about the campaign.


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