Hastings Racecourse has been providing thoroughbred racing, gaming and dining in Vancouver for the past 119 years. New owners, the Great Canadian Gaming Corporation (GCGC), knew the aging building and tired brand was in serious need of a makeover to stay competitive in a saturated entertainment market.
Coinciding with $40 million in renovations, GCGC engaged Impact in a full scale rebranding project. The mission was to inject new life into the brand to help them reconnect with current guests and future customers.
A strong brand is more than just a logo. It’s an experience. To ensure Hastings stood out in the marketplace, we needed to focus on what made them distinct from their competitors. To get to the heart of the true Hastings experience, we conducted numerous interviews and discovery sessions with customers, staff and senior management. We found that the power and adrenaline associated with racing and gaming creates the rush that is as relevant today as it was 119 years ago. Customers feel part of a community built on history and tradition. No other gaming facility can boast a timeless entertainment experience like Hastings. Our strategy was to highlight and celebrate this historical and momentous connection with the community.
We created a connection that spanned generations. Using nostalgic photos and verbiage, we brought the history and thrilling feel of gaming and racing to the forefront of their brand. Our creative focused on the Hastings’ story—past, present and future.
Deliverables included print and outdoor ads, radio, internal and external signage, direct mail pieces, contest promotion, and a gala invite to their brand launch party. An accompanying brand ID guide ensures guidelines are in place for all their marketing needs.
