Passion & Fascinators Take Over in BWM Dentsu’s Campaign for Spring Racing Carnival

Launching on September 6th, the “Passion Wears Many Colours” integrated campaign finds the common ground between punters who love thoroughbred horse racing and fans who attend for the wider entertainment, glamour and social experience. 

The new integrated campaign sees BWM Dentsu build on the “Get Back on Track” work of the past two years, delivering a more emotive platform that inspires a passion for the Spring Racing Carnival experience in a wider audience. Managing director at BWM Dentsu Melbourne, Mark Watkin, said the “Passion Wears Many Colours” campaign is part of the Spring Racing Carnival’s natural evolution.

“There is so much to be passionate about in the Spring Racing Carnival. The noise of the horses thundering over the finish line, the cheers of the crowd, and the fashion – every element of the carnival adds to the excitement and energy of the event, and we wanted to capture the passion in this campaign,” Watkin said. 

General manager of marketing at Racing Victoria, Dale Stratford, said: “The Spring Racing Carnival is the premier sporting, social and fashion event of the season. We want everyone to feel they can be part of the experience, whether they’re long-time horse racing lovers, newcomers, or anyone in-between.” 

General manager marketing and membership at Melbourne Racing Club, Jason Shugg, said: “Our Spring Racing Carnival offers a series of adrenalin fuelled events, which are globally unique. At Caulfield, we truly believe that passion for the sport wears many colours, and the BMW Caulfield Cup Carnival delivers something for everyone from world class horseracing, the finest food, spectacular style and exceptional entertainment.” 

The integrated campaign will run across TV, radio, print, digital, OOH, street art, PR and social channels. 

Victoria’s Spring Racing Carnival incorporates 110 race meetings at Victoria’s famed racetracks. This year’s Spring Racing Carnival will commence with Bendigo Bank East Malvern MRC Foundation Raceday at Caulfield on Saturday, 19 September and concludes with the Sportsbet.com.au Ballarat Cup on Saturday, 21 November 2015.