Campaign targets Melbourne Cup Carnival's general admission audience
This year's Melbourne Cup Carnival campaign via McCann Melbourne moves into a bold, new and exciting place. A place that seeks to be of the general admissions audiences' world and remind them that the Melbourne Cup Carnival is truly a world class event, not to be missed.
The new campaign launched across social, digital, TV, OOH and radio, focuses on appealing to a general admission audience who are harder to reach and convince to come to Cup Week than ever before.
Says Alec Hussain, group account director, McCann Melbourne: "Everyone knows the fashion will be fabulous, the racing thrilling and the atmosphere electric. But our core general admission audience now has more choice of leisure activities than ever before and according to VRC research, a growing sentiment that the races are either 'not for them' or 'just a little too hard'.
"Getting our audience to reappraise the Melbourne Cup Carnival as an event for them is critical to the campaign's success and to do that we had to push into and be part of our audiences' world, not just the racing world which they can find inaccessible."
Says Jo King, head of brand, marketing and customer experience, Victorian Racing Club: "This campaign combines the old and the new with ambition and intelligence. It reflects the evolving on-track experience for general admission such as The Park and Flamingo Croquet Lawn and seeks to introduce a new audience to the Melbourne Cup Carnival while also getting those that are familiar with it to reappraise it."
The campaign will be delivered across two creative phases, running from now through to Emirates Stakes Day on Saturday November 11th.
Client: Victorian Racing Club Executive General Manager - Customer Engagement: Caroline Ralphsmith Head of Brand, Marketing and Customer Experience: Jo King Senior Manager, Marketing, Brand & Acquisition: Chloe Alsop
Advertising Agency: McCann Melbourne Executive Creative Director: Matt Lawson Creative Director: Nicole Mandile Art Director & Copywriter: Caity Moloney, Tessa Midgley Designers: Dave Budd, Pocai DeAlmeida Guilherme Retoucher: Ross Goddard Finished Art: Belinda Cuddon Managing Director: Adrian Mills General Manager: Anita Deutsch-Burley Group Account Director: Alec Hussain Account Manager: Angela Lethbridge Head of Planning & Media: David Phillips Head of Digital: Tony Prysten Head of Social: Chris Baker Digital Producer: Joshua Ida Agency Producer: Anne Comber Production Partner: //Thirteen & Co Director: Pete Moore Producer: Catherine Warner Executive Producer: Roy De Giorgio DOP: Tim Tregoning Editor: Joe Morris Colourist: Chris Reynolds Online Editor: Eugene Richards Post Company: The Butchery / The Refinery Stills Photographer: Ben Simpson