Bastion Effect was engaged to work with Racing Victoria in late-2016 for its upcoming Festival of Racing taking place from February – March 2017.
The Festival of Racing is the first time in the calendar year that Group One racing returns in Victoria. The three main pillars for the festival are to have up close and personal access to the stars of racing, more relaxed race wear than Spring and fantastic hospitality and entertainment options.
Our brief encapsulated a) driving awareness of and consideration for the Festival of Racing and b) drive ongoing engagement with the sports of racing.
The Launch event
This event was held at the iconic, Pontoon (Stokehouse Precinct) on St Kilda Beach with a series of ambassadors speaking on behalf of the different pillars of the Festival in an intimate and conversational manner. Katelyn Mallyon, a jockey, rode Living Legends horse, Apache Cat along the beach. The stylish event brought racing some of Melbourne’s racing identities sports stars, models and socialites together to the launch of Festival of Racing.
Media attendance on the day we included AAP, Racing.Com, Channel 9, Channel 7, Channel 10, Racing.com, Herald Sun, The Weekly Times, 3AW, Final Field and Melbourne To Do. Coverage featured on Channel 7, Channel 9, Channel 10, Herald Sun, ESPN online, Racing.com and 3AW plus many other outlets.
Bastion Effect, together with Bastion Stadium, developed a new content series for Racing Victoria called ‘Turf Talks’. These intimate interviews were undertaken by Hamish McLachlan, appointed as ambassador for the Festival. The talks featured interviews with jockey, Katelyn Mallyon, trainers, Darren Weir and Troy Corstens. These content pieces were delivered as short video pieces and two of the three interviews became double page spreads in the Sunday Herald Sun, and appeared on the Herald Sun online. Turf Talks promoted the idea of being able to get up close and personal with racing and highlighted some of the industry’s stars to hear their real stories.
In the lead up to, and throughout, the Festival our role was to secure and manage as many lifestyle media opportunities as possible, coverage results included, Herald Sun wrap piece, three pieces in Herald Sun Confidential, the Sunday Herald Sun and a feature in The Weekly Review.