PERTH RACING

Brief

Perth Racing manages two tracks – Ascot Racecourse and Belmont Park – and is Western Australia's only metropolitan club.  Hunter has been working with the organisation since 2016 to attract a new generation of racegoers to the track.

Objectives

Encourage repeat visitation and attract new patrons

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Develop and implement a social media strategy

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Develop and implement an influencer engagement strategy

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Generate talkablity online and reach 100,000 people

Strategy

Hunter developed and implemented a comprehensive social media strategy, which included launching a Snapchat and account, using Facebook Live and Instagram stories. A dedicated influencer campaign also engaged lifestyle social media influencers to promote key race days. Alongside all this activity, a media relations campaign was also implemented. 

Results

Facebook audience increased by 7.6%

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Snapchat audience increased by 500%

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Use of #AscotGoodTimes increased by 966%

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1,500,000+ combined reach of social media and media coverage

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