ATC x Jason Derulo

About the project

The Australian Turf Club and Racing NSW wanted to revamp Sydney’s Spring racing program through the creation of a world recognisable event – ‘The Everest.’ This involved a PR strategy involving Jason Derulo as the celebrity ambassador, whereby the artist would not only promote the event, but would also perform a free concert for all racegoers.The campaign resulted in the largest Royal Randwick Racecourse crowd in over 20 years (33,512 attendees), surpassed Racing NSW’s betting expectations by 60 percent, and brought unprecedented media attention through national and international media releases as well as radio and television coverage.

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Elysse Jones

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