| OVERVIEW OF THE PROMOTION: |
The Sydney and Melbourne Autumn Racing Carnivals take place over March & April. The Sydney carnival’s standout events include “The Championships’ at Randwick and the Golden Slipper Festival at Rosehill.
The revamped Sydney Carnival has gained much interest from punters and a wider audience, with greater prize money on offer that attracts some fantastic talent. Big days to stay on top of include the Queen Elizabeth Stakes, Golden Slipper & The BMW.
Melbourne’s Autumn Carnival is nowhere near the size of their Spring Carnival, however a couple of Group 1s in February & March which will gain interest include the Blue Diamond Stakes, Australian Cup & Newmarket Handicap.
Key Race Dates:
| Name |
Date |
| Lightning Stakes |
Sat 20/02/16 |
| Chipping Norton Stakes |
Sat 27/02/16 |
| Blue Diamond Stakes |
Sat 27/02/16 |
| Randwick Guineas |
Sat 5/03/16 |
| Australian Cup |
Sun 13/03/16 |
| Golden Slipper Stakes |
Sat 19/03/16 |
| The BMW |
Sat 26/03/16 |
| Doncaster Handicap |
Sat 2/04/16 |
| AJC Queen Elizabeth Stakes |
Sat 9/04/16 |
Below includes allocated & suggested activity for venues. |
| ALLOCATED ACTIVITY: |
| TAB JAIMEE V MUNSIE PROMOTION:
DETAILS: Beat Jaimee or Munsie Over the Autumn Racing Carnival, for your chance to go to Kentucky Derby!
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Selected Venues
1. BELROSE
2. CEDARS TAVERN
3. MT ANNAN
4. LAKEVIEW
Promotion Description
Promotional Period: 7th March, 2016 – 17th April, 2016.
Prizes:
- 1 x major Prize for all participating venues to win a trip to Kentucky Derby/Royal Ascot/UK
- 1 x minor prize per venue – Texas Smoker BBQ
- 20 000 TR points weekly Prize for all venues.
- 1 x major Prize for all participating
Mechanic – Jaimee v Munsie for a chance to head to Royal Ascot
- Every Saturday between 5 March until the end of The Championships (6 weeks) Jaimee & Munsie pick 4 of their best tips every Saturday and is communicated to participating venues to display on POS.
- Punters choose if Jaimee or Munsie’s tips will get the highest ROI. Participating customers receive 1 entry into the draw, or 2 entries if they are TAB Rewards Members.
- If customer correctly pick the tipster with the highest ROI, customer receives 5 additional entries, or 10 entries if they are a TR member.
- Weekly in venue draw for all participating venues. After the last Sydney race, an entry is drawn from the barrel. If the winner is a TAB Rewards member, they win 20 000 TR points. If they are not, the prize jackpots each week. On the last week, draw must continue until a winner is identified.
- At the end of the promotional period, a draw is conducted for the Texas Smoker BBQ prize.
- The winner from all participating venues of the local prize go into the draw to win a trip for 2 to Royal Ascot.
What you will need & costs
TAB will provide you with everything you need, including competition barrels. |
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| SUGGESTED ACTIVITY TO CONSIDER: |
Below is a list of suggested activity. To view details and costs associated with the activity, please click on the links under the activity heading.
WEEKLY SWEEPS:
DETAILS: Similar to the Melbourne Cup sweeps we are all used to, there is an opportunity to run weekly race sweeps on key race days.
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Sweeps are available (with 16 starters) from Aussie Sports Marketing. If you wish to purchase these, please contact Jenny Smith, who will arrange these for you.
Costs
$3 per sweep plus GST & freight. |
FACILITIES FOCUS:
DETAILS: In addition to promotional activity, it is important to focus on the facilities available to potential punters.
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These include:
- Platinum TAB facilities
- HD screena
- Multiple large flat screens showing multiple race meets
- Live race coverage all day
If you have had any renovations since last Spring Carnival, you may wish to focus on upgrades eg. More televisions, new TAB, new sports bar etc.
Costs
Should be nil. You are simply ensuring your customers know how great your facilities are. |
PUNTERS CLUB:
DETAILS: Running a Punters’ Club is a great way to encourage locals to attend your venue for every race meet (thus increasing frequency of patronage to your venue), as well as creating/strengthening relationships between customers and staff over the racing carnival period.
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The concept of a punters club is to bring a group of people together to take turns using the pooled funds to punt on big sports & racing events.
It does not need to be restricted to the Autumn Racing Carnival, but the carnival does provide regular weekly events occurring mainly on Saturdays, which is perfect for the promotion’s mechanics.
How it works:
- Appoint a club captain (Duty manager or trusted staff member that works the right shift).
- Invite patrons
- Set up a club account/funds pool
- Club members chip in a fixed amount (this continues every week).
- Club members then take turns, nominally one member at a time, betting on behalf of the club each week.
- The amount bet can either be all of the money collected for that week, or a percentage where the remainder is ‘banked’ as part of a savings plan towards a trip or event or handed back to the club members.
- A winning punter gets another week in the limelight, while a loser finds their way to the back of the queue to await another shot at peer group glory.
Costs
$0 cost to A&M, the club is self-funding. |
TIPPING COMPETITION:
DETAILS: Similar to the NRL tipping competition, the Autumn Carnival tipping competition is a great way to hook your punters in to the excitement of the SRC, while also encouraging them to frequent your venue on a weekly basis, if not more.
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You may either wish to run a tipping competition to run through the entire length of the Spring Racing Carnival, or you may wish to run a reduced competition that focusses on only 4 of the major race days taking place in the October/November period. Let your punters guide you on this – ask them what they would like to see and what the majority of them are willing to commit to.
Jenny Smith will purchase the tipping competition packs for you and arrange delivery to your venue.
Costs
Full Carnival Tipping Competition pack – kicks off on the 27th Feb.
60 player: $110 from Aussie Sports Marketing + $20 p &h
30 player: $65 from Aussie Sports Marketing + $20 p &h |
COMPLIMENTARY SNACKS:
DETAILS: For venues without a bistro, you may wish to offer complimentary snacks on key race days to keep punters satisfied and in your venue longer.
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In your proposal please include:
- What food items you will have on offer
- What times they will be served
- Expected numbers you will be catering for.
- Costs per week ad in total across the Carnival.
Costs
Dependent on your offer. Recommended spend should be no more than $50 per race day. |
TRI-FOLD TENT CARDS:
DETAILS: It may be worthwhile looking into new POS to capture the attention of the customers in your TAB. Consider ordering tent cards with your Autumn Racing Carnival activity to sit upon your sports bar tables.
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This will put your POS material right in front of your customers’ noses which will ensure your message is not lost.
Costs
50 Tent Cards – Design - $40; Print $75 |
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| PROPOSED MARKETING ACTIVITY: |
Marketing initiatives should include the following
- In house POS
- Nightlife
- Table Talkers
- Customer POS Screens
- SMS/E-flyer
- Staff Viral
- Website What’s On Section (where applicable, Venue Support will upload)
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| REQUIRED IN YOUR A&M PROPOSAL: |
Include:
- Proposed activities
- Mention of your current weekly Saturday promotions – what the proposed activities will be replacing or complementing
- Associated costs
- Marketing initiatives
- POS requirements for both allocated & proposed activities.
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