A campaign that spoilt the senses.
A campaign that spoilt the senses.
Auckland Racing Club 2017–2018 season campaign
Auckland Racing Club 2017–2018 season campaign
The Challenge: Create a campaign that showcases the glamour, colour and romance that surrounds a day at the races.
The Solution: Each race day attracts a different audience, so we created a flexible campaign that worked throughout the entire racing season. We focused on making the idea relatable while setting an aspirational look and feel.
The Challenge: Create a campaign that showcases the glamour, colour and romance that surrounds a day at the races.
The Solution: Each race day attracts a different audience, so we created a flexible campaign that worked throughout the entire racing season. We focused on making the idea relatable while setting an aspirational look and feel.
When people spend money on entertainment, they seek experiences that move them, experiences that create lasting memories. One of the best ways to create a memory is by stimulating our senses. The red hues of freshly applied lipstick, the sounds of hooves galloping past, the smell of fresh flowers as you enter through the front gates, the feeling of putting on that brand new dress you've been wanting to show off and the taste of a freshly opened bottle of champagne, those are the memories that often stay with visitors and inspire them to return.
When people spend money on entertainment, they seek experiences that move them, experiences that create lasting memories. One of the best ways to create a memory is by stimulating our senses. The red hues of freshly applied lipstick, the sounds of hooves galloping past, the smell of fresh flowers as you enter through the front gates, the feeling of putting on that brand new dress you've been wanting to show off and the taste of a freshly opened bottle of champagne, those are the memories that often stay with visitors and inspire them to return.
Multiple video executions were created throughout the campaign. Our Auckland Cup Week video had over 18k views on their Facebook page.
Multiple video executions were created throughout the campaign. Our Auckland Cup Week video had over 18k views on their Facebook page.
Insight
Auckland Racing Club's unique combination of sport, entertainment, tradition, glamour and culinary delights all create visitor experiences that spoil every sense.
Action
The overarching campaign call to action became 'Spoil Your Senses'. A consistent look and feel was created by aligning beautiful photography with senses based tone-of-voice.
Stunning photos and video footage were captured during a pre-season shoot on site. This became the hero content for all communications.
Stunning photos and video footage were captured during a pre-season shoot on site. This became the hero content for all communications.
Watch behind the scenes footage from the photoshoot.
Watch behind the scenes footage from the photoshoot.
We continued the senses theme with bespoke lockups for race day events and pop-ups.
We continued the senses theme with bespoke lockups for race day events and pop-ups.
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