The ‘Summer of Racing’ campaign seeks to add a sense of thrill and excitement to the Kiwi summer, by encouraging New Zealanders to get involved and place a bet at one of the summer’s racing events.
"From December through to March, there is a fantastic array of domestic racing events including the Boxing Day races, New Year's Day Races, Wellington Cup Day, Karaka Million, New Zealand Derby, and Auckland Cup Day,” says TAB Head of Strategic Marketing, Simon Jarvis.
“Our new Summer of Racing campaign builds on the success of our ‘Now You’re In The Game’ brand platform, and aims to raise awareness of these events. The spot showcases how you can add a new level of excitement to your summer outings by having a bet on the sport of kings.
The team at Y&R have done a great job of bringing this message to life in a fun and engaging way that we are confident will resonate with current and new customers alike,” he adds.
The integrated campaign launches on December 23rd with this 30sec TV spot, and will be supported with digital, social and CRM activity.
“The Summer of Racing season celebrates two of TAB customers’ favourite things - the raw excitement of thoroughbred racing and the contrasting chilled-out vibes of summer,” says Y&R Creative Director, Guy Denniston.
With so many opportunities to get involved and place a bet, the campaign enables Kiwis to celebrate the season, no-matter where they are in the country.
Watch the TVC here: https://youtu.be/AJkSpFVClPA
*Y&R New Zealand is now VMLY&R New Zealand. This campaign was developed before the creation of the new agency, VMLY&R, which united two leading brands - Y&R Group and VML - to deliver a contemporary, fully integrated digital and creative offering to clients on a global scale.
Head of Strategic Marketing – Simon Jarvis
Marketing Communications Manager – Hannah Poole Brand Campaign Manager – Jane Lawrence
Agency – Y&R New Zealand*
Executive Creative Director – Tom Paine
Creative Director – Guy Denniston
Creative Director – Gavin Siakimotu
Head of TV Production – Anna Kennedy
Group Account Director – Katie Loverich / Campbell McLean
Senior Account Manager – Amelia Daly
Head of Motion – Amanda Sasano
Media – MBM
Managing Partner – Sean McCready Group Business Director – Will Tran Senior Trading Manager – Adria Sell
Production Company – EIGHT
Director – Dan Max
Managing Director / Producer – Katie Millington