Melbourne Racing Club has appointed The Faith Agency as its creative partner, in a bid to attract a younger demographic.
Faith won the creative account in a pitch from incumbent George Patterson Y&R Melbourne. GPY&R still handles some digital work.
The account includes advertising for the Caulfield, Betfair Park and Mornington racecourses.
The first piece of communications Faith will be working on will centre on the promotion of the Caulfield Cup spring carnival.
Faith partner David Trussler said: "We are delighted to be working with the MRC and the opportunity to promote the racing product to a younger demographic is a great opportunity for our business.
"We have some great entertainment and event experience within the agency and combined with our unique knowledge of racing we are well placed to work with the club's marketing team to build a stronger profile for the sport."
Faith have two racing stable brands as clients, and recently worked on the development of a horse-training Apple iPhone app for training brand Aquanita Racing.
MRC's media agency is MediaCom.
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