In September in Victoria, for every 40 mentions of the AFL, there is only one mention of Horse Racing. Our challenge was to get Spring Racing off to the best start ever in the month of September as the Melbourne Cup Carnival sold itself.
We disrupted the AFL Bye weekend between the season and the commencement of the finals with provocative ground signage suggesting fans head to the races during the bye round.
On Saturday, the first day of spring, we changed the name of the nation’s biggest newspaper from the ‘Herald Sun’ to the ‘Herald Spring’ and took over the stairs on entry to Southern Cross station promoting the months racing events.
These stunts and ongoing messaging planted a seed in the mind of Victorians that ‘the races were calling’.
The first race meeting enjoyed the highest ever visitation. Derby Day brought in the highest attendance since 2013.