Event crowd engagement campaign – Summer of Country Racing
Summer of Country Racing
BRIEF
Country Racing Victoria is dedicated to enhancing the event experience in country Victoria and ensuring that local communities support the race meets in attendance and how much they spend on the day. These days are a great way for the community to come together and share their experiences with living in Regional Victoria.
The core objectives of Kids Summer of Racing Promotional Marketing were:
- Develop a kit full of fun, reusable products aimed at children between 4-13 years old.
- Brand Awareness for Country Racing Victoria & the Victorian Government showcasing their initiatives.
- To increase awareness of the racing industry in general and the appreciation of the sport.
- Grow race day attendance at each of the 40 participating events.
SOLUTION
After a series of in-house brainstorming sessions, Red Tomato developed a series of fun interactive brand awareness items aimed at appealing to country kids in Victoria and presented them to Country Racing Victoria.
Country Racing Victoria shortlisted their range of items to include in the backpack: customised backpack, trucker cap, patch kit, goggles, retro lunch box, drink bottles, and sunscreen. All of which Red Tomato sourced through both local and offshore suppliers that could deliver on time.
The strategy for the campaign this year was to create a great school holiday activity for the whole family. The strategy was to provide free entertainment and a genuine ̈Great Day Out ̈
Country Racing Victoria and Red Tomato created an incredibly strong property with the Summer of Racing Backtrack
RESULTS
The results were outstanding for the campaign with a dramatic increase of 5% of participants at local events from previous years and 9% increase in gate revenue. All the backpacks were hot property at the 40 events and the products received positive responses from both staff and families who received the packs.
Social
Media and Advertising
Gallery
“On Saturday at Woolami picnic races I experienced the best thoroughbred marketing campaign I’ve seen in years, possibly the best ever and it was aimed at kids.”
-Mick Sharkie
