Harness news: Lap it Up ID18 campaign officially launched
The Lap it Up campaign for the 2018 TAB Inter Dominion invites people to lap up every second, every moment and every victory of Australasian harness racing’s greatest event.
Harness Racing Victoria (HRV) General Manager of Marketing Andrew English said the Lap it Up creative and communications plan was designed to grab people’s attention in an extremely competitive sports and wagering landscape.
“Through collaboration with one of Melbourne’s best creative agencies, By All Means, the Lap it Up campaign captures the endurance, perseverance and stamina required to win what is a unique sporting event,” Mr English said.
“The idea is that every single moment and every single element of a horse’s journey plays such an important role. Through deep statistical and technical data we’re able to tell the story of these horses and the incredible people behind them as they strive for what is the pinnacle of our great sport.”
Market research also determined the key target audiences for the ID18 campaign to be marketed at to spark the interest of both non-racing and racing fans alike.
The campaign creative will be displayed across various media, including television, print, radio, social and digital, as well as billboards, on public transport and through displays at key locations such as EQUITANA and shopping centres.
“This is a major sporting event, not just a major harness racing event, and it’s back in Victoria for the first time in 10 years ” Mr English said.
“We’re excited by the opportunity to engage with existing, past and new audiences and thanks to a lot of hard work from our industry supporters, including major sponsor Tabcorp and the Seven Network who will broadcast the TAB ID18 Championship finals on free to air TV on Saturday 15 December, we’re determined to ensure the industry and our partners continue to grow and stay relevant for future generations.”