Campaign success in regional Qld
Queensland Racing Limited’s (QRL) latest marketing campaign has been heralded a success in its first few weeks of hitting the airways in October.
The first stage of the campaign saw the ‘It’s actually more fun if you’re actually there’ advertisements feature in Townsville, Rockhampton and Mackay enticing racegoers back to the track.
QRL director Tony Hanmer said the Rockhampton Jockey Club (RJC) and Mackay Turf Club (MTC) were the first two areas to reap the rewards with record attendances at their October 18 racedays.
“Although QRL does not claim the marketing campaign has been a sole driver of record crowds at these tracks, it is without a doubt the advertising has been a crucial factor in lifting racegoers attendance,” Mr Hanmer said.
RJC’s executive manager Mr Bruce Slattery said his Club was thrilled with the results from their October 18 meeting.
“The campaign has proved a huge success with a record crowd of 5500 in attendance which is 1500 up on last year. This special advertising campaign ensured the success of the day,” Mr Slattery said.
MTC chairman Mr Ian Joblin also praised the campaign’s effectiveness in increasing awareness for their meeting on October 18.
“The quality of the ad and the proactive approach to getting greater public interest in racing were encouraged highly,” Mr Joblin said.
“Our crowd attendance on Saturday, October 18 was in excess of 3000 people. A record crowd for a Caulfield Cup Day here in Mackay for many years.”
The Townsville Turf Club (TTC) also benefited from the campaign at their October 25 meeting.
“I believe the novel advertisement captured the attention of the public with its catchy vision and gimmicky horse,” TTC chief executive officer Michael Charge said.
“The benefits of this marketing campaign have and will be seen at not only our October 25 raceday but also future race meetings at Cluden Park including Melbourne Cup Day and our Christmas race meeting on December 13.”
Mr Hanmer said Mackay’s on-course turnover recorded an increase of almost 57 per cent while Rockhampton’s on-course turnover increased by over 24 per cent for the corresponding meeting held in 2006.
The biggest on-course result was in Townsville with the Club recording a substantial increase of 102 per cent from their corresponding meeting in 2006.
Mr Hanmer also added that it was pleasing to see other clubs embrace the campaign.
“We are thrilled to hear clubs such as Gladstone Turf Club, Sunshine Coast Turf Club, Brisbane Turf Club and the Gold Coast Turf Club embracing the campaign and building upon its strengths by increasing their marketing spend to promote ‘It's actually more fun if you're actually there’.”
The campaign will be seen in south east Queensland during December and January promoting meetings in Brisbane, Ipswich, the Gold Coast and Sunshine Coast.
QUEENSLAND Racing web news: November 10
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