Aushorse Marketing

How a leading export marketer reinforced its global leadership position

THE CHALLENGE

In 2008 Australia’s two leading horse thoroughbred agencies (Thoughbred Breeders Australia and Aushorse Ltd) merged to create a unified and powerful body. The result was the formation of Aushorse Marketing, charged with promoting thoroughbred ownership nationally throughout Australia, and the promotion of Australian thoroughbreds on a global scale.

THE SOLUTION

BrandQuest provided a marketing strategy to deliver to the business vision of the merged entity and to also provide a concise and clarified marketing approach for both local buyers and the increasingly important global market, leveraging and inculcating the newly defined Brand Essence throughout the organization and throughout all marketing development created real synergy of message and culture.

As an outcome of the agreed marketing strategy, a new brand image in the form of a highly stylized logo was created and the brand strategy was further developed through Brand Guidelines that provided a platform for all communication of the Aushorse story and brand proposition across all touch-points globally.

In addition, a new website was created to better present the globalization of Aushorse. Importantly a raft of marketing communications tactics were embraced and implemented to ensure the new Aushorse was seen to be delivering to the many needs of the stakeholders (thoroughbred breeders) and to the growing needs of buyers locally and internationally.

THE RESULTS

The Australian thoroughbred industry now ranks in the top twenty-five of Australia’s export market.
Australia is now seen a world leading breeding industry respected for producing race winners at all levels around the globe.

Australian exports are now estimated to be worth in excess of $150 million per annum (which is an increase of more than 50% in the last decade).