With the launch of the new brand look for The Valley this year comes the beginning of a new night racing season campaign from Magnum Opus Partners. The integrated night racing campaign based on the concept "Where excitement lives after dark" consists of posters, print, social, radio and outdoor, and will run throughout spring and summer.
This year The Valley have looked at their brand in a holistic way, and then how they can tap into their target market for specific types of events, utilising very targeted media. The night racing campaign is an effort to attract a younger adult market who will make enjoying a night racing meeting a regular part of their Friday night Melbourne experience.
Themed nights will take place through the four month season starting this Friday with Grand Final Eve and rolling out others like Christmas, Chinese New Year and many more. This has been a strategy that has evolved over the last few years to attract new audiences to the idea of attending night racing as an exciting entertainment event, with racing at its core.
Says Daniela Cole, marketing manager, The Valley: "The aim is to reach people looking for a good night out and we've done everything we can to achieve this. It starts internally with the nature of our offering, but then we need to project that externally through creative and impactful advertising."
Says Troy Radcliffe, brand manager, The Valley: "We've been working really hard to make The Valley night racing experience exciting and better than any other night out there. It evolves every year and we learn from our mistakes and successes. Night racing at The Valley is now becoming an integral part of Melbourne's entertainment scene."
Says Pat Langton, creative director, MOP: "Night racing at The Valley is such a unique experience for the people of Melbourne. Racing, of course, is a core part of Melbourne culture but night racing with a host of other entertainment options weaved into it brings it to another level. The Valley are doing some great things and to work on something that truly has a single minded positioning is refreshing and enjoyable."
The campaign has started and will run till February 2019.