Reimagine the Races
Ascot Racecourse, Western Australia’s premier horse racing venue, was in a spot of bother. People had stopped going, especially young people. To them, horse racing was outdated and full of old men - the sport of their dads and granddads.
Our job was to convince a cynical audience that Ascot was a unique not-to-be-missed Saturday destination – one that combines racing with a day in the sun, fashion, fine dining and entertainment. And in an age where attention spans are shorter than this sentence, we needed to find a way to engage our audience quickly and effortlessly.
Research suggested that girls buy the tickets. Human nature suggested that guys like girls. So if the girls came along, the boys would follow. And rather than talking to the girls directly, we created three original and authentic female characters to do it for us.
Ash, Bec & Lee were the stars in this highly local, seven-part dramedy. Each episode addressed a specific reason why the races were worth a second look: to support this, a dreamy feminine style was rolled out through marketing collateral, outdoor, web, social media and race day activations.