Saddling up for summer’s biggest party

AUCKLAND, Today: New Zealand Thoroughbred Racing (NZTR) has launched its third The Grand Tour Racing Festival, reimagining horse racing as a vibrant, festival-style experience to attract a younger audience and shift perceptions.

This summer, The Grand Tour spans 12 iconic race days across Christchurch, Wellington, Hawkes Bay, Waikato, and Auckland. It blends tradition with bold innovation, offering an elevated experience that celebrates Kiwi racing culture.

“Summer is a busy time with a lot of competition for people’s attention, we wanted to disrupt racing culture as we know it and get the next generation to come down to the track with their mates to experience something new,” says Dan Smith, Head of Marketing, Communications & Wagering Partnerships.

Partnering with premier racing clubs, major sponsor betcha and bar-sponsor Zeffer, cultural movement agency Crave Global have created an unmissable on-course experience to shift the perception of the next generation around racing.

“The Stables are an interactive and stylistic take on traditional horse stables – with five unique rooms for punters to explore and immerse themselves.” – Georgina Otto

“Using the highly successful wider brand and social campaign from Pitchblack, MBM and Eleven PR. The Crave Global team have helped us evolve The Grand Tour this year, to lift the energy and experience for the younger audiences on course,” says Smith.

Key to NZTR and Crave’s activation and “entertain me” feedback from attendees, is The Stables—a fully curated concept designed to create a bold, colourful and exploratory activation experience made for the “gram.”

“The Stables are an interactive and stylistic take on traditional horse stables – with five unique rooms for punters to explore and immerse themselves. Creating spaces that were distinct, engaging and most importantly unexpected, was the priority,” says Georgina Otto, Director & Head of Experiential at Crave Global.

The festival kicked off on October 12th at Hawkes Bay’s Livamol Classic and continued into NZ Cup Week in Christchurch. With bold experiences and vibrant energy, The Grand Tour is making racing the summer’s must-attend event.