Company Info:

Racing Victoria Limited, as the governing principal racing authority, has responsibilities to develop, encourage, promote and manage the conduct of Thoroughbred horseracing in the State of Victoria, Australia. It assumed this responsibility, from the Victoria Racing Club, on 19 December 2001.

It was established with the support of Country Racing Victoria, Melbourne Racing Club, Moonee Valley Racing Club, Victoria Racing Club, other racing industry bodies, and the Victorian State Government.

My achievements and involvement:

I have always been passionate of bringing the best results for companies as possible and bring value to any industry/country I work in.

One of the highlights of my career was when I came up with an advanced digital strategy for Racing Victoria based in Melbourne.

The project had a profound impact to not just Racing Victoria and their results, but the project had national wide reach promoting the All Star Mile event Victoria Racing was hosting.

I designed the pitch deck and orchestrated this campaign from start to end, as the project manager, I also managed my team to execute on the ideas I brough to the table.

The project targets were clear:

1. Provide a total of 150,000 votes for the All Star Mile campaign

2. Drive as many of these 150,000 votes via online media

When coming up with the strategy for this campaign, I needed to ensure that the maximum amount of people who saw the ads clicked on them.

While using advanced ads and ads copy via multiple tech platforms such as Facebook, Twitter Google Ads & Programmatic display I managed to drive as many people to the Racing Victoria’s All Star Mile website as possible.

The first hurdle is to get people to the website, but it does not end there. By implementing a very sophisticated & advanced strategy I could ensure that we maximised the number of people that also filled in their details and voted. This was achieved via retargeting ads that were very targeted based on what kind of content each individual had seen on the website. This was enabled by advanced pixel tracking and utilising the algorithms from tech tools such as Facebook, Twitter Google Ads & Programmatic display

I worked with numerous stakeholders from Racing Victoria’s marketing team to ensure the strategy was working in practise.

This campaign was an Internationally and nationally first, we had support from Racing Victoria’s affiliation with major sports companies and individuals that reposted the ads/posts we created (pictures below).