To leverage The Star’s partnership with the ATC, the Autumn Carnival and the Doncaster Mile, Yakusan created an engaging ‘Carnivale’ style on track experience to communicate The Star’s leisure and entertainment offering and encourage race-goers to visit The Star to experience this for themselves.
The Star Carnivale included a Horseshoe Game and Playing Card Photo Opportunity and was supported by our flamboyantly dressed ‘Carnivale Crew’. The Carnivale Crew roamed throughout the track to encourage race-goers to participate in one of our activations while also driving awareness of the free buses back to The Star to continue the race day fun. The Horseshoe Game created competition amongst race-goers as they vied to become The Horseshoe Champion and win a $50 food & beverage voucher to be redeemed at The Star. Race-goers who had their photo taken at were entered into The Star Style Award for the chance to win a spa voucher at The Darling. All photos were shared immediately with participants so they could share via their own social channels.
By creating a relevant and exciting on track experience we engaged directly with over 7,700 consumers throughout the Autumn Carnival and encouraged them to reconsider their perception of The Star’s leisure and entertainment offering.