News

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.

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.

Screen Shot 2014-11-05 at 9.47.16 AM303Lowe 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

Screen Shot 2014-11-05 at 9.46.57 AMPhotographer: 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

Screen Shot 2014-11-05 at 9.46.46 AMSound Production: Soundbyte

Post Production: Ant Webb/Siamese

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.