How the Australian Turf Club used Instagram, influencers and CX to attract millennials

Brooke Hemphill

This article outlines how the Australian Turf Club (ATC) modernised its appeal with social media outreach and a better customer experience to attract a new generation of punters.

How the Australian Turf Club used Instagram, influencers and CX to attract millennials

Brooke Hemphill

The millennial audience has proven to be an elusive one for many brands, particularly those seen as offering outmoded products or having outdated values.

The Australian Turf Club (ATC), an organisation responsible for some of the biggest events in Australian racing, was conscious it needed to modernise its image with younger audiences.

And with the average race attendee 52 years old, the very future of racing in Australia depended on it. Tony Partridge, chief operating officer of the ATC, outlined the real marketing challenge the...

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