The Australian Turf Club wanted to better understand current and potential consumers, to target them more effectively and engage them emotionally and behaviourally in brand ATC
How to increase attendance and membership among current and lapsed and grow market
How to broaden the appeal and reach of ATC events with innovation that targets commercially viable segments and broadens its audience
Workshops to start the segmentation journey; then an online forum to unearth fresh insight into visitor behaviours and competitive contexts.
The resulting segmentation confirmed some key hypotheses and challenged others
The final tool included a video of ‘segments to life’ for use in the business
A clear and robust framework for marketing and innovation growth and development for the next 3-5 years
A communications strategy and media tool as well as the foundations for creative brief for Racing Carnival executions which resulted in strong creative campaign using the target segments.
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