Sunshine Coast Turf Club is a Queensland racing venue that wanted to reposition horse racing as an experience anyone can enjoy. Terrier Agency sourced and managed influencers across its Spring Racing Carnival — seven events held over three months — to bring race day to new, digitally engaged audiences.
The campaign activated 42 creators, many attending a live horse race for the first time, each given tickets and a curated experience package. Content ran in three phases — lead-up, live at the event, and post-event recaps — producing 66 posts and 236 stories that reached over 5 million people and drove more than 13,000 engagements across a combined following of 5.5 million.
The creators also fed their experience back to the club, giving Sunshine Coast Turf Club actionable insight into the attendee journey alongside the social results.
Timing Content Around a Multi-Event Carnival
Seven events over three months gives a racing carnival more than one chance to make an impression, but only if the content is timed to each phase rather than dumped all at once. Splitting output into lead-up, live-at-the-event and post-event recaps — as this campaign did — means the audience sees anticipation, the day itself, and the reflection afterwards as three different reasons to pay attention, not one flat announcement repeated. That structure also suited creators attending a live race for the first time: the lead-up content could set expectations honestly, rather than pretend familiarity with a sport most of them hadn’t experienced before.
What 5 Million Reach and 236 Stories Show
66 posts and 236 stories reaching over 5 million people across a combined following of 5.5 million is a visibility figure, not an attendance number — it shows how many people were shown Spring Racing Carnival content, not how many turned up. For a club repositioning racing as “an experience anyone can enjoy,” the 13,000-plus engagements the page already records matter as evidence people responded to that reframing, separate from the reach total itself.
