Horses gallop along Brisbane highway in Goa activation with Ladbrokes

Racehorses can be seen to be moving along a Brisbane highway as part of a new Goa activation with wagering company Ladbrokes.

Celebrating Ladbrokes’ Spring Carnival Campaign in Brisbane, the activation features life-sized mechanical horses which ‘gallop’ to the finish line.

The horses can be seen moving towards the finish line

The campaign is running in the lead up to The Cox Plate and Melbourne Cup and aims to bring to life the Spring Carnival spirit.

Jason Kibsgaard, chief marketing officer at Ladbrokes Australia said out of home plays a “pivotal role” during the race-heavy spring season.

“This year is the inaugural running of The Ladbrokes Cox Plate and the 97th running of this pinnacle Spring Carnival race. As part of our partnership with Moonee Valley Racing Club, we wanted to bring the excitement of The Melbourne Spring Carnival and The Cox Plate to the heart of Brisbane – with the name Winx hot on everyone’s lips, there is no better time to reach our audience,” Kibsgaard added.

“Retail messaging is an important part of our overall strategy and the ability to accurately time our messaging and run multiple creatives is integral. Outdoor truly allows us to geographically target our customers in contextually relevant spaces.”

Angela Boon, business development and agency account manager at Goa said Ladbrokes was a fantastic client to work with as they were open to being “brave” in the outdoor space.

“With the incredible landscaping completed at the Bowen Hills Iconic I knew I had a brilliant space to play with, I just had to find the idea to go with it… this activation was designed to grab attention and be remembered,” Boon said.


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