The Races WA and The Brand Agency show millennials life is better with horses
The Brand Agency has launched its first major campaign for The Races WA, aiming to attract younger crowds to the state’s horse racing events.
‘Life’s Better With Horses’ will launch with three TV commercials in regional WA this month and in metro Perth ahead of the Autumn racing carnival to remind millennials of the magic of the races.
Along with TV, the integrated campaign will run across digital and traditional channels including cinema, digital video, digital display, press, social channels including Snapchat and Tinder, out-of-home and search.
The Races WA is a newly developed brand within Racing and Wagering WA to support the state’s thirty-seven race clubs.
Katie Roberts, manager of marketing and content, RWWA said: “With 37 thoroughbred race clubs across Western Australia and one of the biggest country racing precincts in the world, we are committed to supporting and implementing initiatives to ensure a sustainable future for racing in the State.
“The campaign tag-line ‘life’s better with horses’ can be applied across multiple initiatives and is versatile for all race clubs, making it a powerful marketing tool to drive greater on-course attendance and engagement in both the metropolitan and regional areas.”
Creative director at The Brand Agency, Dean Hunt added: “Put added horse into a social situation and the atmosphere is instantly charged.
“This super simple campaign was brought to life wonderfully with the help of our fantastic internal team, legendary production partners and the delightful clients at RWWA, who gave us all the freedom, support and collaboration we needed to get it up to speed. Life’s better with horses. See you at the races!“
Credits:
- Client: Racing & Wagering WA (RWWA)
- Manager, Marketing and Content: Katie Roberts
- Marketing Coordinator: Sophie Ferguson
- The Brand Agency
- Executive Creative Director: Marcus Tesoriero
- Creative Director/Copywriter: Dean Hunt
- Head of Art/Art Director: Nathan Teoh
- Copywriter: Anneliese Sullivan.
- Strategy Director: Hannah Muirhead
- Senior Account Director: Lauren Britton
- Account Executive: Stephanie Gotch-Martin
- Head of Media and Analytics: Angela Naaykens
- Media Buyer: Shauni Giles
- Head of Design: Dan Agostino
- Producer (King Street): Caitlin Baird
- Editor (King Street): Mason Truong
- Production Company: Guilty
- Director: Tony Rogers
- Executive Producer: Jason Byrne
- Offline Editor: Tim Parrington
- Online Editor: James Scott
- Colourist: Ciara Gallogly
- Sound Company: Cue Music
- Sound Engineer: Mike Fragomeni
