A new campaign for the 2015 Spring Racing Carnival shows experienced punters and newbies that their common ground is the one at the track.
Racing Victoria and Melbourne Racing Club have joined forces to promote the Spring Racing Carnival 2015 in a campaign by BWM Denstu.
The 'Passion Wears Many Colours' campaign shows experiences punters and newbies that their common ground is the one at the track. It builds on the 'Get Back on Track' work for the past two years to inspire a passion for racing that connects to a wider audience.
BWM Dentsu Melbourne MD Mark Watkin said the latest campaign is part of a "natural evolution."
“There is so much to be passionate about in the Spring Racing Carnival," Watkin said.
"The noise of the horses thundering over the finish line, the cheers of the crowd, and the fashion – every element of the Carnival adds to the excitement and energy of the event, and we wanted to capture the passion in this campaign."
The campaign will be rolled out across TV, radio, print, digital OOH, street art, PR and social.
Melbourne Racing Club general manager marketing and membership Jason Shugg said: "“Our Spring Racing Carnival offers a series of adrenalin fuelled events, which are globally unique. At Caulfield, we truly believe that passion for the sport wears many colours, and the BMW Caulfield Cup Carnival delivers something for everyone from world class horseracing, the finest food, spectacular style and exceptional entertainment.”
