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The Australian Turf Club Unveils Creative Platform ‘Where Stories Are Made’ from Emotive

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Platform will be rolled out across every communications touch point of the ATC

The Australian Turf Club Unveils Creative Platform ‘Where Stories Are Made’ from Emotive

A day at Sydney’s racing carnivals offers an indulgence of world-class sport, music, fashion and hospitality, all in the one place. It’s an immersive experience that stays with you long after the moment has passed; it’s where stories are made. 

That’s the message in a new carnival campaign from the Australian Turf Club (ATC), created by independent creative agency Emotive, and directed by Pete Moore.

Underpinning the work is a new creative platform, ‘Where Stories Are Made’, that will be rolled out across every communications touch point of the ATC. Launching with film, OOH and radio for the Sydney Autumn Racing Carnival, the campaign brings to life stories of friendship, fun and spontaneity all set in the vibrant, colourful world of a race day. 

‘Where Stories Are Made’ will also champion those who work across all aspects of thoroughbred racing, entertainment, fashion, and hospitality to collectively deliver these unforgettable Sydney occasions through sharing their unique and inspiring stories of dedication, endeavour, and talent. Carnival racegoers will also be encouraged to share their own legendary stories from their days at the track throughout the carnival.

Melinda Madigan, executive general manager commercial said: “With so many social events to go to in Sydney on any weekend, we wanted to celebrate why a carnival race day at Royal Randwick or Rosehill Gardens is the ultimate social choice. With iconic Sydney venues, award-winning hospitality, world-class racing, a vibrant atmosphere complete with live music, DJ’s, rooftop bars and more, this campaign brings to life an experience like no other that you’ll retell again and again.”

The campaign boldly positions our carnivals as places where guests can step out of the everyday and enjoy all kinds of fun all at once”.

Ben Clare, group creative director Emotive said: “A day at the races with your friends is one where stories are well and truly made. From historic wins on the track to unforgettable moments off of it, they don't just live long in the memory, they tend to be the kind of stories that keep getting better with every telling.”

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Australian Turf Club

Melinda Madigan: Executive General Manager Commercial

Chris Bevan: Head of Marketing

Bronwyn Ryan: Senior Marketing Manager

Bridget Maloney: Marketing Executive

Sarah Peatling: PR Manager


Sarah Clifton: Business Director

Ben Clare: Group Creative Director

Edward Macaulay: Senior Art Director

Avi Azouz: Senior Copywriter

Tim Evans: Finished Artist

Hayley-Ritz Pelling: Head of Production

Petra Valent: Senior Producer

Rhian Mason: Head of Creative Amplification

Film Production:

Eden Collective

CEO, EP, Colourist: Adam Eden

Director: Pete Moore

Senior Producer: Erin Sheehan

Editor/ Sound Design: Shaun Sprowles

Stills Production:


CEO/ EP: Joclyn McCahon

Photographer: Cara O’Dowd



Chief Production Officer: Andrew Bromley

Studio Director: Rob Kaley

Integrated Producer: Rozanna Begeni

Categories: Events, Sports and Leisure

Emotive, Mon, 21 Feb 2022 08:36:00 GMT