RyanCap's digital-first media agency Ryvalmedia as won the full media remit for Racing Victoria, following a competitive pitch review.
Bohemia was appointed in 2018 as Racing Victoria's media agency.
The Ryvalmedia partnership starts immediately with the first campaign to roll out in the new year. The scope of work includes holistic media strategy, planning, and buying across all channels, digital and non-digital.
"We are tremendously excited to join forces with Racing Victoria as they embark upon their ambitious plans across metropolitan and country Victoria off the back of its 30th anniversary of international competition in Australia," says Ryvalmedia managing director Joseph Pardillo.
"The Spring Racing Carnival was back in full force over the past week alone, and it was fantastic to see people having a great time, socialising with family and friends while being entertained by world-class racing and entertainment.
"We couldn't be more honoured in helping to elevate this experience even further moving forward, in concert with their future business strategies and marketing efforts. It truly is part of the social fabric of Victoria and Australia."
Rebecca Moffat, Racing Victoria's general manager – customer marketing, says Ryvalmedia showcased an excellent grasp of the industry's dynamics and forthcoming challenges top capture a younger audience for racing.
"Their strategy is not just promising, it's poised for excellence," says Moffat.
"Embarking on a collaboration with Ryvalmedia is not just about excitement; it's a strategic alignment that promises to turn heads, capture hearts, and reshape our narrative in the spotlight.
"With confidence, we anticipate that our new partnership will not only bring continued growth for Racing Victoria but redefine the standards of success in our industry."
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