Perth Racing launches content campaign through 303Lowe
A seven-part Youtube comedy series has been created by 303Lowe as part of a campaign to promote the Ascot Summer Racing season in Perth to 18 to 34-year-olds.
The launch comes the day after the death of two horses at the Melbourne Cup sparked renewed national debate over the morality of the sport.
https://www.youtube.com/watch?v=JELWQAKwF00
TV, radio, press, digital, POS and transit outdoor advertising will all form part of the “Reimagine the Races” push which is designed to shift perceptions and position Ascot as an “entertainment destination for a new generation of young people”.
The short form web series, AshBecLee, follows the antics of three girlfriends, Ash, Bec and Lee, over a weekend in Perth with the series concluding at a day at the races. A new episode will be released each week.
303Lowe business director Todd Baker said it wanted to inject “stylish fun” to the campaign.
“With this campaign we are really looking to position Ascot as the new place to be. We want to make it famous as an iconic destination each and every Saturday,” he said.
Creative director Richard Berney said the campaign needed to make a “firm change” in the perception of Perth Racing and promote it as “younger, more social and inventive”.
“We’ve steered away from the burden of race day clichés towards something that is unexpected, stylish and more honest,” he said. “Ascot has recently blossomed to become a very beautiful and exciting destination for Perth Saturdays. The wider psyche doesn’t know or remember Ascot this way, particularly younger people, so we simply needed people to reimagine the races.”
Credits
Creative Director: Richard Berney
Creative/s: Richard Berney, Joe Hawkins
Head of Design: Melissa Radman
Writers: Tom Medalia, Michael Matthews, Antony Webb
Photographer: Juliet Taylor
Director: Michael Matthews
Producer/Editor: Antony Webb
Business Director: Todd Baker
Business Manager: Charnre Terblanche
Business Coordinator: Steven Peles
Agency Producer: Kelly Dobbin
Digital Director: Peter Liddell
Channel Strategist: Warwick Kingston
Director: Michael Matthews
Producer: Anthony Webb
DoP: David Le May
Sound Production: Soundbyte
Post Production: Ant Webb/Siamese
