Owners Only wins prestigious marketing award
Racing and Wagering Western Australia (RWWA) is pleased to announce its Owners Only initiative has received the 2020 AMI WA Event or Brand Experience State Award for Marketing Excellence for the 2020 “Own the Dream” series.
The Award, presented at a virtual award ceremony, recognised the initiative’s excellence in the use of events as part of the organisation’s overall experiential marketing mix, and specifically how the program engaged with the target audience to achieve its desired outcomes.
RWWA Head of Marketing Katie Roberts said she was thrilled to take home the WA State Award.
“I am very proud of the Owners Only team who have worked hard to make the pathway to ownership clearer and more feasible for potential owners, and provided them with insights into aspects of racing they might not have been exposed to previously,” Ms Roberts said.
“This award is a testament to the team’s dedication to promote the WA thoroughbred racing industry to a new market, and with 72% of participants in the program purchasing a share following their participation this is a definite win for the industry as a whole.”
Following the success of last year’s series, a 2021 “Own the Dream” initiative will commence in January.
RWWA and Owners Only is also excited to take the learnings and successes from the thoroughbred program and launch “Chase the Dream” for the greyhound racing industry in May 2021.
Planning has also commenced to launch a similar initiative for the harness racing industry.
Details on how to register for the 2021 “Own the Dream” series will be announced on a dedicated Owners Only website, which is scheduled to launch in November 2020.
About Own the Dream
The Own the Dream Event Series was founded in 2018 to drive interest in the racing industry, and specifically, to promote and increase racehorse ownership in WA.
The initiative aims to educate and excite prospective owners on the various aspects of the industry, and provide them with a rare opportunity to directly engage with the industry, including meeting with trainers that could potentially look after their racehorse in the future.
Over the course of the Series, entrants are provided with several opportunities for face-to-face access to trainers, syndicators and breeders during stable and stud tours. Entrants therefore have numerous occasions to have all their questions regarding racehorses and ownership answered, including gaining insight into training, programming and the details of racehorse ownership.
The Series runs annually for a four-week period and incentivises interested parties to participate for the opportunity to win the ultimate prize – a share in a racehorse.