Perth Racing: Ashbeclee

This case study shows how Perth Racing, a horse racecourse owner, used video content to increase visits by women to its racecourses in Australia.

Perth Racing: Ashbeclee

303Lowe PerthPerth Racing

Executive summary

As the first step in a long-term strategy to transform a tired and declining horse racing industry in WA, Ashbeclee turned traditional marketing thinking on its head and paved the way for a new audience and new platform for racing in WA. Through the lens of relatable characters and meaningful content, 'a day at the races' has once again become a must-do event on the summer social calendar. And for the first time in years, Perth Racing has successfully increased attendance across its key summer carnival, defying industry trends across the...

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