F.Y.I.

The Byte Channel unveils new campaign for Sydney Carnival

The Byte Channel and The Australian Turf Club have launched a new creative campaign for The Sydney Carnival which will see iconic figures used to promote each day.  

The announcement:

Sydney Carnival at Rosehill Gardens is set to hit the market this weekend with a bold new creative campaign that celebrates the iconic event. Its hero event, the AAMI Golden Slipper, is the richest race for two-year-old thoroughbreds in the world. It is unique, there is only one, and it is fast becoming an iconic event with the Australian public.

The creative strategy developed by the Australian Turf Club and advertising and digital agency, The Byte Channel, has focused on elevating this proposition and bringing it to life by linking each of the days of the carnival to an icon of the screen; a star who perfectly reflects the essence of the day.

For AAMI Golden Slipper Day and the overall Sydney Carnival, the hero icon had to be sexy, exciting, fun, fast, unique, number one … There’s only one Marilyn Munroe. While for Myer Ladies Day where it’s all about fashion, dressing to impress and elegance, the queen of style – Audrey Hepburn – was selected.

Rounding out the campaign with the Rosehill Guineas Day focus on sports, racing and having a great day out with your mates, the original entourage, The Rat Pack with Frank Sinatra, Dean Martin & Sammy Davis Jnr has been applied.

The power and passion of the sport is brought to life when the hero images are positioned against a dark watermark background showing horses racing down the home straight at Rosehill Gardens.

Linking the campaign imagery together is the new Rosehill Gardens Sydney Carnival tag line that reinforces the unique nature of the brand

“There’s only one …”

More than the imagery, this tagline is the key to the brand positioning and delivers a promise that can be owned far into the future.

Hero lines have been crafted for each of the days including “There’s only one, Sydney Carnival” which will be seen on creative promoting all three days.

“There’s only one place for style. There’s only one Myer Ladies Day”

“There’s only one place for you and your mates. There’s only one Rosehill Guineas Day”

“There’s only one place to be seen. There’s only one AAMI Golden Slipper Day”

“There’s only one race to compare. There’s only one AAMI Golden Slipper”

Over the coming month you will see the multi-media campaign roll out across Sydney and NSW, starting with ads in the Sydney metro press this weekend, outdoor billboards from 28 February, followed by Sydney metro radio, regional press and online media.

In addition to traditional media, The Byte Channel has developed and will launch the AAMI Golden Slipper online Horse racing game, where you become the jockey and race around the Rosehill Gardens track to win some great prizes and special ticket offers for the Sydney Carnival.

“In developing the creative campaign for the Rosehill Gardens we were seeking to move away from the industry’s accepted norm of using shots of pretty girls, a glass of champagne and race horses plus images of almost everything else thrown in for effect” said Byte Channel CEO Stephen Schwalger.

“We wanted to create a campaign that would attract and engage with people, get them to have another look at racing and to ultimately get them back to the track.”

Melinda Madigan, Executive General Manager Marketing for the Australian Turf Club (Sydney’s new merged club combining the Sydney Turf Club and the Australian Jockey Club) added “our team headed by Todd Spry has worked closely with the Byte Chanel to produce a truly unique campaign. The world famous Hollywood icons coupled with the “there’s only one” tagline delivers a powerful and compelling message”.

“Sydney Carnival at Rosehill Gardens is an amazing event and there is definitely only one for Sydney’s racing, event and entertainment seekers. Whether its fashion and style, a quality day trackside with mates, live music, or celebrating the glamour and celebrity of Australia’s richest race day, this event has it all.”

The Sydney Carnival features six consecutive Saturdays of world class racing and entertainment action launching at Rosehill Gardens:

Saturday March 19 Myer Ladies Day

Saturday March 26 Rosehill Guineas Day

Saturday April 2 AAMI Golden Slipper day

The carnival then shifts to Royal Randwick for the following three Saturdays.

Source: The Byte Channel press release

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