2015 - Current
Racing Queensland, a statutory body established in 2013, provides governance and drives commercial outcomes for the racing industry, while empowering the 132 clubs located across the state to manage and administer their own facilities. The Marketing & Communications division is responsible for building engagement amongst the sports’ fans and the broader community and maximising wagering revenue via advertising and marketing programs.
Commotion was engaged in 2015 to promote the Queensland Summer Racing Carnival, less established than the pinnacle annual event, the Winter Racing Carnival. Each Carnival has separate campaigns with different objectives and target audiences:
- Industry communications to encourage interstate owners and trainers to recruit the best horses from across the country, particularly NSW and Victoria
- Consumer communications to drive awareness and engagement
- Development of innovative wagering promotions to increase consumer and industry interest and participation.
Commotion has been instrumental in the development and promotion of the Carnivals and a range of other initiatives, including the Origin Jockey Series, Super Six Trainers’ Challenge, Queensland Summer Crowns, Billy Slater's Racing Road Trip and the QTIS breeders' incentive scheme.
Advertising and collateral produced includes logos/wordmarks, creation of hero images, TV, radio, web assets, eDMs and digital advertising, press and magazines, outdoor signage and brochures.