Dwindling attendances across the racing industry had somehow become commonplace. The reason? We’re spoilt for choice with endless food, sport, cultural, art and music events, meaning racing is no longer an odds-on favourite.
We had to entice the crowds back to the Caulfield Cup Carnival. This campaign looked to change perceptions and show people that Caulfield wasn’t just about racing, but was the place to be to enjoy gourmet food, premium restaurants, high calibre entertainment and cutting edge fashion.
'It’s Just Not Racing’ took the hackneyed stereotypes of a day at the track and challenged Melburnians to change their perceptions by experiencing it for themselves. Across TV, press and digital we highlighted what crowds could actually find at the Caulfield Spring Carnival.
The campaign turned around a 5 year tide of decreasing attendance.
We had to entice the crowds back to the Caulfield Cup Carnival. This campaign looked to change perceptions and show people that Caulfield wasn’t just about racing, but was the place to be to enjoy gourmet food, premium restaurants, high calibre entertainment and cutting edge fashion.
'It’s Just Not Racing’ took the hackneyed stereotypes of a day at the track and challenged Melburnians to change their perceptions by experiencing it for themselves. Across TV, press and digital we highlighted what crowds could actually find at the Caulfield Spring Carnival.
The campaign turned around a 5 year tide of decreasing attendance.
