The Star was in the process of rolling out a new brand identity across all platforms and channels. The ATC ‘Championships’ would be the first sponsorship platform that this would be showcased, and the first opportunity for the public to get a taste of not only a new brand identity, but the new tone of voice and brand essence.
The brand activation for the racing carnival encapsulated this exclusive, playful tone with a group of ‘hosties’ providing first class customer service & offering punters a ‘Passport to Play’. The “Star Selfie’s” gave guests the chance to capture their perfectly tailored race day attire, while the passports provided a VIP departure experience including luxury transfers to The Star, refresher packs, and on property offers to continue the fun in style and comfort.
