Event crowd engagement campaign – Summer of Country Racing

Event crowd engagement campaign – Summer of Country Racing

Summer of Country Racing


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.
Event crowd engagement campaign - Summer of Country Racing Country Racing Victoria


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 merchandise set

Country Racing Victoria and Red Tomato created an incredibly strong property with the Summer of Racing Backtrack


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.

Media and Advertising

Incorporating strategic promotional items that deliver a strong message, are useful, and connect to the digital realm is Red Tomato’s key role in creating an experience that outlasts the event in the lives of all those involved.
Event crowd engagement campaign - Summer of Country Racing Country Racing Victoria
Event crowd engagement campaign - Summer of Country Racing Country Racing Victoria
Event crowd engagement campaign - Summer of Country Racing Country Racing Victoria


“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

Kennards Hire Family Day

Kennards Hire Family Day

Kennards Hire Family day banner

Family Day 2018 Brief

Kennards Hire holds an annual Family Day to reward their employees and thank them for their hard work and support. Kennards Hire thanks them by presenting a gift to each family that attends as a thank you to all staff. The items required to be family friendly and useful for all ages within the family.
Kennards Hire Duffle bag
Red Tomato worked with Kennards Hire and their supplier base in developing a shortlist of items. Kennards Hire eventually went with a Picnic Rug & Duffle Bag able to be used on the day and for future days out with the family. Kennards Hire also had a magnetic photo frame with their 70th Anniversary artwork to be used by families for photos taken on the day.
Kennards Hire Family day infographic

APA – Indigenous Brand Awareness Campaign

APA – Indigenous Brand Awareness Campaign

Australian Physiotheraphy Association case study banner

APA Indigenous Brand Awareness Campaign Brief

To develop merchandise options that incorporated indigenous artwork and that would be suitable for student giveaways at Northern Territory and national education fairs.
Australian Physiotheraphy Association backpack merchandise
Australian Physiotheraphy Association bottle merchandise
Red Tomato reached out to our supplier network to find a supplier that could re-produce the indigenous designs and APA key marketing messages without compromising the designs and quality.
Australian Physiotheraphy Association infographic awareness campaign
With trial and error, we developed a fantastic digital print on a bottle and backpack that not only highlighted the APA logo but recognised the artist and program available for the students.

Hologic Welcome Packs

Hologic Welcome Packs

Hologic - The Science of Sure Case Study image

Hologic Welcome Packs Brief

The client was moving office spaces and wanted to gift a welcome pack to staff to celebrate this move!
Hologic Jacket worn by a man
Hologic merchandise GIF


After choosing a selection of favourites from our Welcome Pack article on the Red Tomato website, we helped to personalise the pack so that the items to better suit the staff and also stay within the clients budget.
Hologic welcome packs flow

AIG Socks

AIG Socks

AIG case study banner

AIG Event Gifts Brief

​AIG came to Red Tomato to help them with merchandise for their thought leadership conference event in February which included the travel team session where they talked about Travel Risks. One of the ideas they had was to give away compression socks. They wanted to customise them with the AIG logo and colours. The target audience was brokers and each person that attended the conference got a pair.
AIG sock merchandise
​We gave them 2-3 options sourced from our local suppliers and followed up with samples. AIG then pick the one that they liked and went with that. They were well received.
AIG  brand awareness infographic