Case study

Palmerbet Enlists Chris Waller as Spring Racing Expert

The Brief

Palmerbet's horse racing expert, producing articles and videos through the Spring Racing Carnival 2018.

Palmerbet Enlists Chris Waller as Spring Racing Expert


    In the lead-up to the highly anticipated 2018 Spring Racing season, Palmerbet reached out to Pickstar hoping to find a horse racing expert to share their insights on the Palmerbet blog and content platforms throughout the Carnival.

    Palmerbet uses their blog to share racing and sports insights with punters - this is a distinction from other betting brands, who use humour to drive online engagement.

    The Palmer family has a long history in bookmaking so finding racing talent to engage their fanbase with expert analysis was the top priority. In fact, after discussions with PickStar, the Palmerbet marketing team decided to focus on securing a high-profile trainer to fill their expert role.

    Palmerbet perused Pickstar's racing talent list and built a shortlist of ideal targets. A brief was completed, including details of content expectations, social media requirements, and the content creation process.

    PickStar submitted the request directly to the shortlisted talent. Much to the delight of the client, their top pick, Winx trainer Chris Waller, expressed interest in the opportunity.

    Palmerbet management was thrilled to work with one of the hottest trainers in the world and was quick to confirm the booking.


      Throughout the Carnival, Waller worked with the Palmerbet team to produce ten pieces of content for including a six-part series discussing his horses' preparation on the training track leading up to race days. Waller’s conversational tone and honest insights into his stable were exactly what Palmerbet was after.

      Chris, along with the famous Winx, featured in a number of videos and he also shared his tips for the first four past the post at the Melbourne Cup.

      Overall, engaging Chris Waller as a Spring Racing expert was a resounding success for Palmerbet.

      Not only was the company able to secure the high-profile trainer in line with their brief and budget expectations, but the alignment with Waller also enabled Palmerbet to leverage off the hype surrounding the legendary Winx throughout October and November.

      What the client said:

      "Pickstar made reaching out to prospective talent a smooth and easy process. We had the opportunity to work with an internationally recognised horse trainer, Chris Waller, with his contribution as an expert blogger proving invaluable to the achievement of our brand awareness campaign objectives.

      "The campaign all went really well! We were extremely happy with Chris and the effort he put in, he was a pleasure to work with throughout the carnival. He was extremely accommodating with his time and space around the stables."

      - Palmerbet marketing team

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