Continuing the brand idea "It's just not racing", Melbourne Racing Club has launched a new Spring Carnival campaign via The Royals, to demonstrate that racing at Caulfield isn't the usual, expected experience.
As one of the nation's top social events, Melbourne Racing Club is aiming to break from traditions and shake up the experience at Caulfield - moving away from the staid, elitist and superficial perceptions of the Spring Racing Carnival. With open access to the fashion fields and race tracks, curated restaurants and exciting line up of entertainers, Melbourne Racing Club is promising a day at the races for the next generation of race goers.
Titled "Break with Convention", the campaign has launched with a 30" TVC celebrating the journey of 3 friends in a bold new world of racing. With edgy fashion, cutting edge cuisine and entertainment that
replaces the old, stuffy clichés. Vibrant, spirited and playful, the campaign invites viewers to participate in their "folly". The campaign rolls out across Melbourne with large format OOH, roving mobile posters, radio and digital placements.
Says Andy Jones, creative director, The Royals: "Racing at Caulfield is a very different experience, it's exciting and unconventional. It's also a lot of fun for the punters, so we just needed to take that energy and difference and show it to Melbourne."
Says Peta Webster, chief commercial officer at Melbourne Racing Club: "The next generation of race goers are going to be thoroughly entertained by what's on offer at Caulfield this Spring. This campaign reflects their desire for more thoughtfully curated experiences that offer access to world-class food, fashion and entertainment, not to mention high quality racing."Client: Melbourne Racing Club
Chief Commercial Officer: Peta Webster
General Manager, Marketing and Communications: Sarah Stewart
Creative Director: Nic Lehman
Marketing Campaign Manager: Rhiannon McMahon
Agency: The Royals
Managing Partner: Andrew Siwka
Creative Partner: Nick Cummins
Creative Director: Andy Jones
Strategy Director: Matt Davies
Senior Creative & Art Director: Tommy Cehak
Senior Copy Writer: Gareth Sweet
Group Account Director: Clara Tang
Account Manager: Dominica Chodorowski
Integrated Producer: Rene Shalala
Production Company: In the Thicket
Director: Mathilde Nocquet
Radio: Electric Dreams
Photographer: Natasha Foster