ATC Launches Social Media Campaign To Entice Young Racegoers

By: Sarah Fortnum
March 9th, 2011

The Australian Turf Club (ATC) has launched a digital push to entice young New South Wales racegoers to attend the races on a regular basis.

This is the Australian Turf Club’s first serious investment into using the social media medium to target young racegoers specifically.

The advertisement for the races is designed in the form of a Golden Slipper game, which is an online racing game created by ‘The Byte Channel’ company.

The game is being promoted on websites such as Facebook and Twitter, and provided links to the Australia Turf Club’s and Rosehill Garden’s Members web page, as well as other horse racing industry websites.

Executive general manager of marketing for the Australian Turf Club, Melinda Madigan, is confident that this campaign will provoke interest from young Australians in the racing industry.

“We believe (the campaign) will certainly appeal to our younger race goers, a market that we at the ATC are actively pursuing with a variety of innovative marketing strategies like this one,” Ms Madigan said.

The Golden Slipper game being promoted has marketing messages integrated throughout the game and directs players to links with special Australian Turf Club deals and offers.

The objective of this social media campaign is to target the “next generation” of racegoers and ensure interest is maintained in New South Wales’ billion dollar racing industry in years to come.

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