Bohemia has been appointed Racing Victoria's (RV) media agency following a competitive pitch process.
The organisation will move on from its incumbent agency, Vizeum.
AdNews can confirm, Racing Victoria's media spend is $5 million.
The scope of the work includes media strategy, planning and buying including all digital, social and search.
“The partnership goes beyond a traditional media agency relationship given the incredible amount of content Racing Victoria has access to and as the Australian sports broadcasting landscape evolves," Bohemia Melbourne media director Sam Westway says.
Bohemia will also provide strategic advice around media rights, content distribution and business case development for various RV media and customer ventures.
The account will be managed by Bohemia’s newly created Melbourne team which was established in late 2017.
“Working with the newly created Bohemia Melbourne office is a great opportunity for Racing Victoria. We feel Bohemia truly understand our vision ‘Racing For All’ and our role in promoting the sport of Victorian Thoroughbred Racing," Racing Victoria GM customer strategy and engagement Marcia Allan says.
“The agency’s strategic thinking, the work and communication during the pitch was outstanding and we are very excited to see this translate into our future campaigns. Bohemia is a dynamic business that can provide us with access to a broad range of resources across the M&C Saatchi Group, to help us grow engagement in Victorian Thoroughbred racing.”
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