Queensland Racing
A campaign sends Queensland Racing
racing in the opposite direction.

Attendances at Queensland horse racing events had been declining in recent years. The outbreak of Equine Influenza in FY07/08‚ and subsequent disruption to the racing industry‚ exacerbated the situation. People were simply getting out of the habit of going to the races. HarrisonNess helped put racing back on the radar as an exciting entertainment alternative with a campaign that included TV‚ outdoor‚ radio‚ and online banners.

The TV included a branding spot that conveyed the excitement of attending races‚ supported by tactical spots promoting specific races. The campaign launched in Mackay and Rockhampton‚ breaking attendance records at both venues; and ran in support of 11 racing events throughout Queensland from October 2008 to January 2009. Results compared to FY06/07 (the year prior to the Equine Influenza outbreak) saw gate takings up 30% and attendance numbers (excluding one Brisbane race affected by a severe storm) were 20% up. Attendance records broken – negative trend reversed!