"We’ve aimed for something raw, real and unforgettable which celebrates South Australia’s distinct character in the world of racing."
Racing South Australia (Racing SA) has launched its first national marketing campaign, in collaboration with independent creative agency, Emotive.
This work is designed to inject fresh energy into the brand, deepening its connection with thoroughbred racing fans and attracting a new generation of enthusiasts.
Few in the sport realise that South Australia has long been the quiet powerhouse behind some of racing’s most successful trainers, horses, and jockeys. That was the driving insight behind this campaign, positioning SA as the place where racing legacies are forged and legends take flight.
This campaign takes on even greater significance as South Australia’s sport and entertainment scene becomes more competitive than ever. High profile events like the AFL’s Gather Round and LIV Golf aren’t just drawing crowds, they’re dominating media attention and government investment, making it crucial for racing to stake its claim in the spotlight.
Racing SA marketing and brand manager Maddie Hassett said the campaign encapsulates the passion, dedication, excitement and true spirit of the sport.
"It isn’t just about the races; it’s about the people, places, and energy that make racing an integral part of our cultural identity and pride as South Australians - we’re so proud to celebrate and remind people of this," Hassett said.
Emotive’s creative response, featuring South Australia's Lake MacDonnell, is led with a cinematic TVC.
It aims to showcase the raw power and elegance of thoroughbred horses while immersing the audience in the visceral sounds of racing – the pounding hooves, rhythmic breathing, and the rush of the wind around both horse and jockey as it gallops down the causeway. The poetic script has a hint of nostalgia, paying homage to SA racing’s legacy. Momentum builds, in sync with the horse and rider, and with it, a sense of confident anticipation for the future.
Emotive group creative director Darren Wright said he wanted to craft a campaign that taps into the raw emotion of racing and honours the deep connection South Australians have with it.
"We’ve aimed for something raw, real and unforgettable which celebrates South Australia’s distinct character in the world of racing – from the emerging talent – such as Rochelle Milnes who features in our film – to the thrill of sprint races, and the deep connection to the land," Wright said.
"It’s an invitation for the community to reconnect with South Australian racing."
The campaign rolls out nationally across TV, print, radio, OOH and social from today.
Credits:
Creative Agency: Emotive
CEO: Simon Joyce
CSO & Managing Partner: Michael Hogg
Strategy Director: Gerad Petherbridge
Group Creative Director: Darren Wright
Creative Director: Rupert Taylor
Associate Creative Director: Edward Macaulay
Senior Account Director: Zoe Hartas
Account Director: Aoife Lehane
Head of Production: Hayley-Ritz Pelling
Senior Producer: Cate Hartmann
Head of Design: Daniel Mortensen
Production Company: Clockwork Films
Sound Studio: Electric Sheep Music
Online and VFX: White Chocolate
