Celebrating regional pride while championing road safety.

The 2024/25 racing season built on awareness created through the Ready campaign, we deepened engagement by spotlighting the real people behind race day,  from horse trainers to superfans. We captured vox-pop interviews with attendees about how they planned to get home safely, making the message personal and locally relevant.

The extension expanded the Ready suite with new assets, including on-course content, social media, eDMs, and community-driven video storytelling across TAC and CRV channels. These layers kept the message authentic, local, and deeply embedded in the racing community.

The 2025/26 season (current) focuses on racing ambassadors and on-ground social content, capturing authentic stories from within the industry.

To engage younger audiences, we’re creating true-to-platform Reels — day-in-the-life, social-proof, and behind-the-scenes content that keeps the message relatable and shareable.

Ready remains a vibrant collaboration between TAC, Country Racing Victoria, and local clubs, celebrating regional pride while championing road safety for all Victorians.