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...