Most racing clubs throughout the Spring Carnival solely on the fashion and entertainment side of the racing - essentially inviting people to join a great big party. All well and good, but just “doing the same” means the market gets very cluttered and it’s very hard to stand out from the crowd. Not what the Valley needed.
For The Valley, specifically, focus solely on what the Spring Carnival should really be about - racing! The Cox Plate Carnival at The Valley is different - it is known as one of the best WFA races in the world, with the best horses competing. So we put all our money on Winx with our campaign ‘Legendary’, celebrating past and present horses that have made history. And we combined that with stunning graphics and design.
Cox Plate Day sold out the week before the big day, with record attendance. The Manikato Stakes the night before also achieved a record crowd. 44,422 patrons walked through the turnstiles. A big part of this was the creative design of the campaign - bold, unmissable, and celebrating Winx’s remarkable achievements.