VICTORIA RACING CLUB MEMBERS ONBOARDING Campaign

The prestigious Victoria Racing Club asked Different Drum to help modernise its image amongst its core base of Members, to help present a fresher, more youthful and more contemporary image.

Our recommendation was to start at the beginning. Upon approval of their Application, new Members were informed of the good news by an official and fairly dry letter that did little to create a positive first impression.

We’re turning all of that around by bringing life, colour, fun and celebration into the communications to Members, starting with the very first communications they receive in their journey as a Member. By ensuring a great first impression is made to new customers, and then maintaining that engagement in all other communication, it’s almost a given that they’ll keep coming back every year as a happy customer (and bring along family and friends with them as they do).