Australian Turf Club's 'Expect It All' via MAXCo.LAB

27 February 2024

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Highlighting the racing on offer in Sydney at Rosehill Gardens and Royal Randwick.

Australian Turf Club is inviting racing lovers across Australia to Expect It All with the launch of its latest campaign, highlighting the racing on offer in Sydney at Rosehill Gardens and Royal Randwick.

The campaign will officially launch ahead of this year’s Sydney Autumn Racing Carnival and will showcase the wide range of experiences on offer with Sydney Racing – from fashion and premium dining experiences through to live, musical entertainment and more.

The campaign was conceptualised by Australian Turf Club alongside creative agency partner MAXCo.LAB, using illustrations by Stuart McLachlan as the basis for a colourful and captivating visual campaign.

These elements draw inspiration from the recognisable silks of the jockeys who race on Sydney’s iconic racecourses – combining geometric patterns and vibrant, complementary colours to capture the imagination.

Alongside the illustrations by McLachlan, these visual references will offer a first look into how racing has evolved, appealing to a new generation who flock to Sydney’s racecourses for the wide variety of experiences on offer for a social day out.

2023 consumer data showed 64% of General Admission respondents stated a ‘day out’ was their greatest motivation to attend a raceday, with watching racing still being an important factor in attendance for many, particularly members. at Sydney’s Racing events, which offer some of the best value for money for a day out available in the country.

Donna Forbes, head of commercial at Australian Turf Club, says the campaign is designed for the modern racing enthusiast.

"It’s all about non-stop excitement and unforgettable experiences that captivate the growing number of young racing aficionados drawn to Sydney’s vibrant racecourses,” she says.

'Expect It All' will serve as the foundational marketing and creative campaign for Australian Turf Club across forthcoming Carnivals, including both the 2024 Sydney Autumn Racing Carnival and the 2024 Sydney Everest Carnival, which will bring people from across the country to Rosehill Gardens and Royal Randwick.

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