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Racing Victoria Brief
Racing Victoria (RV) is the governing body of horse racing in Victoria. The PR department at RV came to Red Tomato to find the perfect invitation to launch the Festival of Racing period and marketing campaign to media and the wider public, to get them in the mood for the Festival which runs from February through to March.
They were looking for 50 x picnic kits that included a basket, rug and glasses.
Festival of Racing TVC from BY ALL MEANS on Vimeo.
solution
Red Tomato sourced a series of wicker picnic baskets that would fit with the picnic theming of the Festival of Racing, arranged for them to have an additional touch of subtle RV branding through a custom luggage. A bespoke printed media guide that detailed the highlights of the Festival was also included in the baskets. The media kit was distributed to Victoria’s leading media contacts to entice them to attend the Festival launch, as well as to utilise their picnic basket on track, particularly at some of Victoria’s country circuits, across the Festival of Racing period.
testimonial
“Racing Victoria was extremely happy with the Festival of Racing picnic baskets created, as they embodied the relaxed racing style of the Festival, while still promoting the overarching Festival of Racing and Racing Victoria brands. The kits were so well received that we encountered a number of requests for more baskets, a feat that is very rare from the media!”
Verity Clough – Public Relations & Communications Manager
