2012 Annual Report - Racing NSW

marketing & public relations
Function
Racing NSW’s Marketing Department is responsible for Racing
NSW marketing, media and public relations activities. Key objectives
include:-
●●
To raise the profile of and generate engagement with
NSW racing as a sport;
●●
To support NSW provincial and country racing marketing
activities;
●●
To raise the international profile of NSW racing;
●●
To generate positive brand identity for Racing NSW.
Racing NSW Marketing Department has implemented and
continued to grow various initiatives throughout 2011/12 to achieve
the outlined key objectives as detailed below.
ACTIVITIES
Sydney Carnival
Sydney’s premier racing carnival, The Sydney Carnival, held in the
autumn, continues to grow through the developing partnership
between Racing NSW and Destination NSW.
The recently rebranded Sydney Carnival was the second
carnival to be held under the new brand, and the second carnival
conducted by the Australian Turf Club.
Attendance across the carnival was positive, given that Royal
Randwick Racecourse was undergoing a significant redevelopment,
and therefore ticketing was strictly limited to the three carnival days.
All tickets to Royal Randwick were pre-sold prior to the event,
creating an exclusive feel, and consequently causing the Australian
Turf Club to open the infield to the public for the first time in 40 years.
The creative campaign that was rebuilt in 2011 was significantly
expanded on in 2012 and appealed to the varying audience types.
The creative campaign was a highlight and reflected the high
quality of the Sydney Carnival brand and unity of all stakeholders.
The campaign was rolled out across print, online, radio, TV and
outdoor in key markets including Sydney, regional New South Wales,
Australian Capital Territory, Victoria, Queensland and New Zealand.
Two Ambassadors were appointed to assist with generating
Lifestyle and Early General News (EGN) coverage for the carnival, as
well as assisting with keeping up interest over six weeks of racing.
Overall Lifestyle PR coverage of the carnival was excellent with over
$8.9 million worth of value generated.
The use of digital media was increased for the 2012 Sydney
Carnival with digital advertising in use across varying markets such
as Facebook, Google, Fairfax sites and the Daily Telegraph.
The Sydney Carnival website had an increase in traffic of
323% while social media grew exponentially with 7,053 ‘likes’ on
Facebook (612 in 2011).
The 2012 Sydney Carnival saw the completion of a four year
contract of investment between Racing NSW and Destination NSW,
with over $4.5 million in funding support provided from 2009/2012.
A new submission for further funding has been prepared to
ensure a strong partnership is developed for the 2013 Sydney
Carnival and re-opening of the highly anticipated Royal Randwick
Racecourse.
NSW Country and Provincial Racing
Racing NSW has continued to provide marketing and promotions
support to country and provincial race clubs in 2011/12.
Traditional and new media have been used to assist in raising
the profile of thoroughbred racing and race clubs in NSW.
Print advertising space in The Daily Telegraph and Sydney
Morning Herald has been allocated to the regular promotion
of feature country and provincial racedays. In addition, regular
editorial had been provided and featured in these publications.
A weekly ‘what’s on’ has continued on SKY Racing Radio,
specifically promoting upcoming country racedays.
Racing NSW has again provided additional marketing support to
clubs including logo design and redevelopment, social media coaching,
sponsorship development, graphic design assistance and the production
of marketing collateral such as flyers, posters and invitations.
Racing NSW has developed a new Racing NSW Country
website designed to house raceday and event information for the
126 country and picnic race clubs.
The aim of the website is to provide current information to both
racing and non-racing participants and promote NSW country
racing as a unique destination experience, on a dynamic and
unified platform. The website will be built over the existing www.
gocountryracing.com.au URL and will be launched by the end of 2012.
TAB Saddle-Up Sundays
TAB Saddle-Up Sundays, aimed at promoting unique country
racedays in NSW within local communities and throughout the
State, was launched in August 2011.
The initiative, which visited 12 existing Sunday country race
meetings; one for each month of the year, had two key objectives.
The first was to raise the profile of each club within its local
community thereby increasing crowd attendance and wagering.
Secondly, a partnership with Destination NSW was formed
to further promote unique racedays and locations as destination
events to drive regional tourism.
The initial TAB Saddle-Up Sundays promotion has been deemed
highly successful with crowd attendances increasing by up to 84%
and wagering rising up to 20%.
It is envisaged the TAB Saddle Up Sundays campaign will again
be rolled out for the 2012/13 racing season.
Media and PR
The Marketing Department responds to media enquiries and
generates press releases that are made available on the Racing
NSW website and distributed to news organisations.
Media and PR also ensures the Racing NSW website is up-to-date
by loading latest news and maintains the site when problems arise.
Paid banner ads for advertisers are also loaded onto the website.
The new ‘rotator’ facility, featuring rolling pictures on the
website’s home page with links to articles, allows the Department to
highlight upcoming race meetings.
Media and PR also produces the Annual Report and the
monthly Racing NSW Magazine. The magazine is subscribed to by
thoroughbred racing participants and racing enthusiasts throughout
Australia and overseas.
The Department also collates the point scoring from the media for
the Bart Cummings Medal and ensures the medal and other Racing
NSW awards (TJ Smith, George Moore, Theo Green and Sydney
Strapper of the Year) are created for the end of season awards night.
Racing NSW and Racing NSW Magazine also have Twitter
accounts which contain regular news and updates.
A segment can be heard each Friday morning on Sky Racing
Radio whereby all the upcoming New South Wales country race
meetings are promoted.
The ‘Seven Day Update’, with a new version each morning, was
introduced offering updated track conditions, weather forecast, rail
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Racing NSW Annual Report 2012