Case Study: Brisbane Racing Club achieves 29% attendance growth with Co.gency

Brisbane Racing Club lifts attendance 29% with Co.gency

Brisbane Racing Club (BRC) engaged Co.gency to undertake a digital transformation project covering data warehousing, CRM, and marketing automation. The initial challenge was to build a single point of truth for customer data, but this process uncovered a deeper strategic challenge: how to broaden the appeal of its racing carnivals amidst significant industry headwinds without diluting its core focus on racing.

Co.gency developed a new brand strategy and campaign, "Feel Closer," to celebrate the quality and camaraderie of the BRC experience. The multi-channel campaign targeted both racing enthusiasts and a broader audience of entertainment seekers. The solution was highly successful, increasing annual attendance by 29% and achieving a return on ad spend of 1:21.85, making it the club's most successful carnival in over a decade.

Brisbane Racing Club