The Australian Turf Club (ATC) overhauled its marketing team and strategy earlier this year, which it claimed has led to a 20% revenue spike over the Sydney Spring Carnival.
The ATC appointed Jon Bonwick as general manager of marketing and named The Conscience Organisation as its agency to shift the focus from a traditional event advertising-based campaign model to an integrated in-house media and content-led model.
ATC tickets sales increased by 10% on the previous season, gross revenue was up 20% and net profit improved 15% across the nine-week Sydney Spring Carnival, which ran between September and November.
“The whole team has been challenged to provide ATC guests with rich and shareable experiences that expand beyond the traditional communications model,” ATC COO Tony Partridge said.
“It's led to initiatives like on-the-spot ticket upgrades, champagne on arrival, better influencer engagement and complimentary water on exit.
“We've spent two years making sure we had the right digital strategy, clever software linked to social platforms and digital tools like a point-of-sale system and WiFi before we launched the new marketing approach."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.