Racing Victoria launches 2017 Spring Racing Carnival campaign

Racing Victoria has launched its 2017 Spring Racing Carnival campaign featuring 2015’s Melbourne Cup winning jockey Michelle Payne.

The first work from agency By All Means, which were appointed to the account in June, the 30 second ad shows people watching the event, reading about the races and at the Melbourne Cup.

“The races are calling” is the tagline used for the ad.

Marcia Allen, head of customer strategy and engagement at Racing Victoria said the races “holds something for everyone” and the campaign aims to reflect the “inclusive nature of the carnival”.

“We’re certain that it will drive not only attendance but, more broadly, engagement of the sport with our key customers,” Allen said.

Ed Howley, co-creative director at By All Means, said: “It’s been a rewarding process: taking the strategic and creative response developed during a pitch forward at break-neck speed to meet the deadline of the first day of Spring.”


  • Chief Commercial Officer: Jane Ballantyne
  • Head of Customer Strategy & Engagement: Marcia Allan Marketing and Events Manager: Natasha Prendergast
  • Senior Marketing Coordinator: Rebecca Moffat Digital Services and Innovation Manager: Nik Shetty Marketing Coordinator: Brigid Moloney
  • Co-Creative Director/Director: Toby Cummings Co-Creative Director/Director: Ed Howley Managing Director: Mat Cummings
  • Planning Director: Frank Bethel (Forward Scout) Planner: Duncan Bell (Forward Scout)
  • Account Manager: Aleksandra Czajkowski Art Director: Jacob Redding
  • Copywriter: Shannon Crowe
  • Artwork: Joanne Gerace
  • Content: Michael Bainbridge
  • Production Company: By All Means Producer: Tracy Proposch Production Manager: Fiona Herman DOP: Simon J Walsh
  • Post: Marty Gilchrist (Puffin)
  • Colourist: CJ Dobson
  • Sound Design: Paul Baxter (Baxter Sound) Casting Agent: Two Divas
  • Stills Producer: Veronica Moore
  • Photographer: Lindsey Fisette (Miss Bossy Boots)
  • Stills Stylist: Phillip Boon
  • Stills Hair and Makeup: Kate Radford
  • Racing Talent Photographer: Jesper Nielsen (Miss Bossy Boots)
  • Retoucher: Dave Mercer
  • 3D Papercraft: Jason Riddell

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