Racing South Australia launches first-ever national campaign via Emotive
Racing South Australia, the state body for the horse-racing industry, has launched its first-ever national campaign designed to “inject fresh energy” into the brand and attract a new generation of fans, via Sydney-based indie creative agency Emotive.
According to Racing SA, it has long been the “quiet powerhouse” behind some of racing’s most successful trainers, horses, and jockeys.
Emotive used this as the driving insight to develop the campaign, positioning South Australia as the place where “legacies are forged” and “legends take flight”.
The hero TVC features Lake MacDonnell, iconic to the South Australian landscape, cinematically showing a horse galloping down the causeway. The script pays homage to the state’s racing legacy, with momentum building in sync with the horse and jockey.
According to Emotive, this momentum build hopes to provide a sense of confident anticipation for the future.
“We wanted to craft a campaign that taps into the raw emotion of racing and honours the deep connection South Australians have with it,” Darren Wright, group creative director at Emotive, said in a media release on Thursday.
“We’ve aimed for something raw, real and unforgettable which celebrates South Australia’s distinct character in the world of racing from the emerging talent – such as Rochelle Milnes who features in our film – to the thrill of sprint races, and the deep connection to the land. It’s an invitation for the community to reconnect with South Australian racing.”
With this campaign, Racing SA is aiming to take charge of its story once again, reinforcing its position in the SA sports events calendar, which is more competitive than ever.
Maddie Hassett, marketing and brand manager of Racing SA, said in the release: “The campaign encapsulates the passion, dedication, excitement and true spirit of our sport.
“It isn’t just about the races; it’s about the people, places, and energy that make racing an integral part of our cultural identity and pride as South Australians – we’re so proud to celebrate and remind people of this.”
The campaign is live nationally across TV, print, radio, OOH, and social channels.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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