Spring Carnival
Copywriting, editing strategy, research
Project Description
The 2015 Spring carnival was underway when I came on board as a digital producer, copywriter and editor.
The client needed leads generated for event ticket sales and the creative agency I worked with hired several high-profile bloggers and social media celebrities. However I quickly noticed gaps in their strategy.
They weren’t targeting non-traditional racegoers effectively, despite this being a key demographic for Racing Victoria.
To help remedy this I started writing articles on food and culture, things to do around the races, plus practical information on getting there and away.
I raised the profile of content that wasn’t fashion-related, helped the client improve user experience on their social hub and regularly conducted detailed analytics research and delivered fortnightly reports.
Eating out
This article received more hits than any other on the social hub for the whole campaign.
This is classic content marketing: giving people useful information without asking them to buy anything, but building brand value all the while.
Eating in
The client had some big name chefs on-site. This article marketed their wares on the racing.com social hub.
A helping hand
Getting to the races on a big day can be tough. Again this kind of content marketing gets read- not just looked at.