Darley Stud Management – Australian Stallion Brochure

by CPL Client: Darley Stud Management Ltd
The Brief

Darley asked CPL to create a print brochure with digital companion, to educate both existing and potential clients about the stud’s stallions and their achievements.

As part of Darley’s drive to embrace digital technology in what is generally a technologically-conservative marketplace, both the print and digital versions needed to serve as a teaser for more in-depth stallion information on Darley’s website.

The Challenge

Influence the decisions of existing Darley clients who are deciding where to send their mares.
Inform potential clients who have an active interest in the thoroughbred industry about Darley’s stallion offering.

Act as a gateway to the deeper information available on Darley’s website.

Creative Approach

CPL worked closely with Darley’s creative director to create a print brochure that combined concise wording about the stallions’ achievements with stunning photography across double page spreads. A second section on different stock at the back of the book contains more detailed information about the stallions’ pedigree, racing achievements and their progenies’ successes.
Prior to the start of the design work, CPL’s photographer spent three weeks photographing the stallions at Darley’s various stud farms in Australia.
A key element of any print publication produced for Darley is not only to inform but also to speak about the brand values through the tactile experience, using interesting materials (in this case a quarter bound hardback featuring cloth, soft touch lamination and foil blocking) and only the best quality paper stocks.

Due to the different nature of the medium, the digital brochure was more concise than the print version, but provided embedded video interviews and race excerpts so viewers could see the stallions and their progeny in action. The digital edition also reprised the introduction from the print brochure, information about the new stallions and a list of the current roster, with links to the website for more information.

The Results

4,500 copies of the printed brochure were produced.

Of this extremely targeted audience, 800 unique visitors read the digital brochure on the first week after launch, with an average visit duration of 2.5 minutes.