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4 October 2008
QRL on track to restore raceday interest
According to Queensland Racing Limited (QRL), it’s actually more fun if you’re actually there.
That’s the slogan set to be seen across the state after QRL director Mr Tony Hanmer today announced a marketing campaign aimed at reinvigorating racegoers’ attendance at the track.
“The Queensland Government was quick to recognise the need for a statewide marketing push to get people back to the track after the outbreak of Equine Influenza (EI),” said Mr Hanmer.
“The Treasurer and Racing Minister, the Honourable Andrew Fraser, has been a key advocate for getting racegoers back to the track and invested significant funds into a marketing campaign promoting the industry post EI.
“Before committing to a campaign, extensive research confirmed our primary target audience to be young professionals aged between 25 and 39 years-old.
“As a result of this research, a television commercial was developed and will be aired around the state from October to January.
“We have complemented the television commercial with a mix of billboards, internet and radio advertising ensuring that we meet our target market and varying times of the day.
“Our message will be seen across some ‘supersite’ billboards around the state including some major locations in Brisbane as well as a ‘spectacular’ site on the M1 Motorway at Beenleigh.
“The campaign ‘strap line’, It’s actually more fun if you’re actually there and the creative executions are designed to remind people, quite literally, that they have to be at the track to enjoy the experience.”
Mr Hanmer added that attendance rates across the state had seen a decline, and the EI outbreak only exacerbated the problem.
“The prolonged absence from the track resulted in patrons being ‘out of habit’ of attending racing events but even more of a concern is the fact that racing is no longer top of mind as an entertainment venue,” Mr Hanmer said.
“QRL is confident the marketing campaign will go a long way in restoring racing as a prime entertainment option with our target market seeing our message over 20 times throughout the duration of the campaign.”
For further information please contact QRL director, Mr Tony Hanmer, on 0411 193 582 or Senior Communication Officer, Ms Claire Power, on 0438 733 738.
ENDS.
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