Project:

Spring Racing Carnival Spruiker Promotion

Objective:

To develop an activity that supports the launch of the Spring Racing Carnival in a way that would resonate with the key target audience and generate web content and word of mouth.

Solution:

Racing Victoria gave one lucky winner a once in a lifetime opportunity to be the official Spring Carnival Spruiker for the 2009 Spring Racing Carnival. The lucky winner received $10,000 and a brand new wardrobe worth $5,000. Along with the gig came an unprecedented access to exclusive areas of the carnival, opportunities to meet and interview celebrities, and a fantastic insight into the racing industry.

The winner attended all race meets, spruiked the carnival and blogged about the experiences on the Spring Carnival website and Facebook.

Contestants applied by filming 60sec video to promote themselves. These were uploaded on the Austereo competition site.

The campaign was supported by Radio, Street Posters, Online (Spring Racing Carnival website, Austereo promo website and Facebook. It involved interviews with applicants, live reads (Hamish and Andy), and pre-recorded spots. Street Posters were placed around high foot traffic areas around Melbourne CBD to support the radio campaign.

The online site was hosted by Austereo and provided a dedicated destination to drive traffic from various sources.

Outcome:

Total number of entries approx 80, of which 60 went on-line due to content screening. The Spring Spruiker on Facebook currently has 771 followers/friends. The Spring Spruiker has been followed by other media – TV interviews, Radio interviews with other stations