In an effort to breathe life back into racing, New Zealand Thoroughbred Racing (NZTR) is launching ‘The Grand Tour’ Racing Festival, with help from Pitchblack and MBM.
The festival is a celebration and unification of New Zealand’s 20 premier racing events across Hawke’s Bay, Auckland, Christchurch, Wellington, and Waikato.
Thoroughbred racing events offer all the ingredients of a perfect day out, and The Grand Tour introduces a significant new audience to the thrill of race day by showcasing all the world-class entertainment on and off the track.
Pitchblack and MBM won a competitive pitch to help NZTR with the strategic positioning, naming, and branding of The Grand Tour, resulting in a campaign that’s bigger, bolder, louder, and designed to stand out in a busy sports entertainment market.
“The design takes its inspiration from the distinctive jockey silks, with large geometric patterns and clashing colours – an on-trend aesthetic that helps racing feel relevant to a new audience,” says James Wendelborn, Pitchblack Head of Design.
Dan Smith, General Manager – Customer, NZTR, says in order to grow attendance at racing events, they were after a fresh disruptive approach.
“We couldn’t be happier with the work produced by the Pitchblack and Jetblack team; the ideal campaign to achieve our objectives.”
The Grand Tour launched on Monday 29 August and runs right through until early April 2023.
Credits
Client: New Zealand Thoroughbred Racing
Agency: Pitchblack Partners
Production: Jetblack Productions
Photographer: Steve Boniface @ Match
Media: MBM
Sound: Beatworms
