sydney carnival
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Gen.a was engaged by Racing NSW, Events NSW, AJC, STC, Inglis and Tabcorp to deliver a comprehensive new brand strategy and identity for Sydney Autumn Carnival as part of a major transformation project for the event.
The new vision for Sydney Carnival – The Thoroughbred Experience is to be world’s pre-eminent thoroughbred racing and sales event. The new brand positions the carnival as a modern classic that embraces the 200-year heritage of the sport whilst celebrating the colour and energy of contemporary racing.
In addition to raising awareness, profile and perception of the event, the new brand will play an important role in the broader efforts to attract business related investment, events and tourism activities not just to Sydney but NSW.
The nine-month re-branding project included an
audit and analysis of industry research, local and international racing carnivals and other major sporting events around the world. The Gen.a team also consulted closely with broad range of commercial
and media partners and stakeholders to ensure the new brand resonates strongly with all audiences.
Using the insights gained from this research and consultation process, Gen.a created a multi-layered brand system that can be used across all venues, the city and associated events to unify and promote the carnival period and help to own this period on the annual NSW events calendar.