Earlier this year Racing and Wagering Western Australia (RWWA) undertook research in the form of industry surveys and workshops, to provide an opportunity for the WA Racing Industry to share their views and opinions about the marketing and promotion of the WA racing industry.
Feedback was then integrated into the development of three separate marketing campaigns for each code, aimed at revitalising the industry. Each individual code’s theme orientation was then presented at the 2015 WA Racing Symposium.
The feedback received from the Thoroughbred industry provided a clear direction for the code’s marketing campaign, which was to:
Celebrate the ‘theatre’, magic and emotion of racing;
Tell the real stories of racing and celebrate our heroes;
Foster the passion and energy in the racing experience and take it to a broader audience;
Create a relevant, engaging, social experience for a younger audience; and
Excite industry and community
Since the June Symposium, RWWA have been working with 303Lowe to bring a thoroughbred campaign aimed at promoting all the things that we as an industry love about racing:
The campaign will be launched Sunday 4th October via social and digital media, outdoor signage and television commercials.
The photography and footage for the campaign was shot locally here in WA, with the support of many industry members and staff. RWWA is truly grateful to all those who helped bring this roll out to fruition.
In addition to a generic “For the Love of Racing” campaign, which promotes the industry as a whole, RWWA has worked in conjunction with Perth Racing to develop a tailored television commercial and marketing material to promote the upcoming Spring Racing Carnival, which will be rolled out over the upcoming Spring season.
In January 2016, RWWA plan to take the generic campaign to the regions, promoting key feature and Cup Days in regional WA. All Race Club’s major race meetings will have a chance to be incorporated into the advertising campaign.
The Harness and Greyhound campaigns will commence in 2016 and will be timed to ensure non-congestion of advertising in the market place.