3 minute read
A day at the races seen through the eyes of a thoroughbred race horse is the focus of a new campaign to reinvigorate the Morphettville brand and reaffirm the venue’s position as a sought-after social hub.
The Morphettville Racecourse is South Australia’s home of racing and the new campaign, created by Adelaide agency Nation, captures the colour and excitement of a day at the races from a fresh perspective.
Television, digital, social, outdoor, radio, press, print and on-course collateral— featuring the catch-cry ‘don’t let them start without you’— will start appearing on Tuesday, January 27.
Thoroughbred Racing SA Chief Executive Officer Jim Watters said the thoroughbred racing industry generates more than $280 million in benefits to the state’s economy and supports the full-time equivalent of more than 2500 South Australians.
“Morphettville is the premier facility and the showcase venue for thoroughbred racing in this state,” Mr Watters said.
“Thoroughbred Racing SA’s consumer research revealed Adelaide event-goers are seeking authenticity in events and that thoroughbred racing has a range of elements of great appeal.
“This includes the atmosphere, the genuine characters and, most importantly, the stars of the show— the horses.”
Thoroughbred Racing SA Marketing Manager Jane Wellington said the state is famous for its events and South Australians are enthusiastic participants.
“Our objective was to remind South Australian’s that a day at the races is a great entertainment choice. The myriad of characters in the campaign shows the different ways people can enjoy a day at Morphettville,” Ms Wellington said.
Nation Creative Director Geoff Robertson said presenting familiar scenes from a fresh perspective is always powerful.
“A day at the races seen through the eyes of a race horse is a simple idea but the final execution required a great deal of consideration,” Mr Robertson said.
The television advertisement was directed by Matt Chuang, a noted director and cinematographer who has also worked with Momentum Energy, Bupa, Target and SolvEasy.
In 2013, his renowned spot for Kubota Grand X won the ACE Award for Best Cinema Advertising.
