Gen.a was recently engaged by the Australian Turf Club (ATC) to create a campaign for the 2011 Sydney Spring Carnival at Royal Randwick.

Promoting the four major race days (Yellowglen George Main Stakes Day, Epsom Super Saturday, City Tattersalls Club Cup Day and Melbourne Cup Day at Royal Randwick), the challenge was to create a multi-media campaign (across TV, print, radio and digital / social media) that resonated with multiple audiences specific to each race day. We also created a new brand for the Carousel Precinct as part of the Epsom Super Saturday campaign.  

“Spring Carnival celebrates Sydney’s leading racing events, fashion and personalities. It is also a time of the year when Sydney’s enviable outdoor lifestyle blossoms. Our ‘Spring Carnivale’ concept sought to capture these elements, encapsulating a sense of playfulness through strong floral themes, energetic colours and fun fashion,” said Gen.a’s Design Director, Sam Pemberton.

With the tagline ‘Go Royal this Spring’, the campaign came to life through an emotive 30sec TVC, was told poetically through beautifully scripted radio ads, a digital campaign, and was celebrated larger than life on trackside billboards and bus sides around the city.

“The campaign produced by Gen.a received overwhelming feedback from the market. From the account service, through to the production and creative outcome, Gen.a delivered an effective, high-end campaign that exceeded the business’ expectations,” said Alex Fisher Senior Advertising and Communications Executive, Australian Turf Club.

See highlights of the photo shoot with Justin Ridler here