Tony Partridge in today's session on Youth Policy - Lessons In Engaging Younger Fans

1. A YOUNGER AUDIENCE
@ THE RACES
TONY PARTRIDGE
COO, Australian Turf Club

2. THE CHALLENGE

3. What we
knew about
Millennials

4. - Avoid traditional
advertising -
- Fashion obsessed -
- Values matter -
“Older people
have a handle
on their
imperfections”
Alain de Botton
- BYO technology -
- Love showing off -

5. What we
knew about
the ATC

6. Shiny new facilities
We control every aspect
of the event

7. What we did
with this
knowledge

8. Event
Experience

10. Staff
Ambassadors
Partners

11. What happened
#theRaces
- 60% of GA crowd MILLENNIALS
- Avg. age of new member 38
- 18-24 Fastest growing ticket sales age group. Up 12 to 24% in 2 years.
- Card sales = 48% of all sales
- 80% of GA retail customers are <34yrs
- Over $30k per day in Clipp bar tabs
- Young high income singles make up 37% of customers & 40% of retail sales
- Autumn Carnival net profit up 25% in 2yrs
- 82%of card sales (single or living alone)
- SPRING CARNIVAL crowds up 10% YOY
- AUTUMN CARNIVAL crowds up 6% YOY

12. IMAGE
What’s in a
Hashtag?

13. #theRaces
The crew stopped
by the #theRaces
hut and was
treated to a
birthday round
on the ATC
#theRaces

14. #theRaces
#theRaces

15. #theRaces
#theRaces

16. #theRaces
#theRaces

17. #theRaces
Brands

18. #theRaces
#theRaces
Across carnival, activity spiked on Saturday whilst maintaining midweek engagement as
customers prepared for their day at the races.

19. #theRaces
#theRaces
Posts peaked whilst customers were on-course but continued well after the event had
concluded.
Posts Comments Likes Potential Impressions
13,550 20,059 649,903 58,339,419
In selected timeframe across all platforms (Facebook, Twitter & Instagram)

20. The role
of ATC
Marketing

21. ARCHITECTURE
- Get the
architecture right -
- Curate social data,
match with
personal data &
other data -

22. The next step

23. A national event
calendar for racing
TURN A
GENERIC TERM
INTO A BRAND
A national lifestyle
e-commerce
opportunity

25. THANK YOU
TONY PARTRIDGE
COO, Australian Turf Club