Racing and Wagering WA (RWWA) is revitalising racing across the State with its new campaign ‘Life’s better with horses’, which kicked off in a big way at Ascot Racecourse today.
The ‘Life’s better with horses’ campaign was developed to remind people of the magic of racing, with the advertising material showing how by simply adding horses to any everyday situation makes things a little less ordinary.
The promotion is the first major campaign for the recently launched brand The Races WA, which was developed by RWWA as part of its 2018-19 distribution commitment to provide an additional $1.4 million of funding towards initiatives to drive greater ownership and participation in thoroughbred racing.
With 37 thoroughbred race clubs across Western Australia and one of the biggest country racing precincts in the world, the McGowan Government is committed to supporting initiatives to ensure a sustainable future for racing in the State.
The campaign tagline, ‘Life’s better with horses’, can be applied across multiple initiatives and is versatile for all WA race clubs, making it a powerful marketing tool to drive greater on-course attendance and engagement in both the metropolitan and regional areas.
The campaign will kick-off in the regional areas this month across both digital and traditional media channels, and will commence in the metropolitan area in April in the lead-up to the Autumn Racing Carnival.
Today more than 100 guests were shown exactly why life is better with horses, in an exposé that showcased the majestic creatures in all shapes and sizes, with Clydesdales, a show jumper, Shetlands, trick horses and of course thoroughbreds ridden by some of WA’s leading female jockeys, as all part of the entertainment.
Following on from the live theatrics, the campaign’s three TVCs were shown on the new Ascot SuperScreen.
As noted by Racing and Gaming Minister Paul Papalia:
“With over 33,000 people directly involved in the industry and approximately $821 million contributed to our State’s economy each year, the Western Australian racing industry plays an important part in our community.
“This campaign recognises the success behind the industry, in how it has continued to bring together communities in every region of the State for the past 185 years – and it’s because of the horses.”