The highlight of working on the Country Racing account was the rebrand project undertaken in the 2015/2016 racing season.

The largest media and creative spend to date, I was instrumental for the organisation, project management and long-term, ongoing implementation of the Its Got It All campaign.

Key Results

The relaunch of the ‘It’s Got It All’ brand campaign resulted in revenue growth by 37% in the first season. Website traffic grew over 19% including a higher conversion rate.

Database grew by 10% in 2015.

Post campaign research showed that “the campaign was a success according to every measure” with ‘81% stating they actively liked the campaign’.

My Role

My role included pitching the idea and strategic direction to the internal Country Racing Victoria marketing team, board of directors and all club managers at the yearly marketing conference.

I oversaw the comprehensive pre and post market research undertaken by Quantum of which resulted in the best post campaign results that the company (Quantum Research) has ever worked with. We acheived a resounding 81% positive review from all people questioned. 

These campaign evaluation results clearly demonstrate that CRV’s ‘It’s got it all’ campaign was a success according to every measure.

It was well recalled, well liked, got the correct message across effectively, and positively affected behavioural intention to attend Country Racing Victoria events.

I lead the agency team in developing communication and advertisings plans, liaising with media teams, briefing the 3rd party online agencies (developer and media agencies - Unruly and Trade Indy) and working with our internal SEM specialists to develop a comprehensive digital campaign.

I also assisted creating a social campaign and launch competition, as well as development of online content.

This campaign was truly a comprehensive, intensive project that shaped the way for Country Racing Victoria's record seasons in 2015/16 and 2016/17.