The Royals, Melbourne was tasked with redefining the meaning of horse racing in a new Melbourne Racing Club campaign for the 2016 BMW Caulfield Cup Carnival.

"It's just not racing", as the campaign is titled, highlights the unexpected things racegoers can expect at the 2016 BMW Caulfield Cup Carnival (8 - 15 October), including epicurean food and drink by some of Australia's best chefs, live music, a fashion precinct and out-of-the-ordinary experiences.


"It's just not racing" communicates the MRC's renewed focus on amplifying the appeal of its Spring racing carnival by offering not just elite horse racing but also tier 1 Melbourne dining, fashion firsts at the new David Jones Fashion Stable and all-day entertainment on the Crown Lager Live Stage.

MRC Executive Director Marketing & Membership Jason Shugg said: "We are revolutionising what a day at the races means at Caulfield, in every respect - from Melbourne's best restaurants, including Mamasita, Estelle by Scott Pickett, Mr Miyagi and so much more, right through to Australia's finest live bands and DJs on the Crown Lager Live Stage, all set to the backdrop of world-class Group 1 racing. The Royals have captured this completely new and unexpected approach to the 2016 BMW Caulfield Cup Carnival with a ground-breaking campaign that perfectly sets the tone for the experience people will have this year at Caulfield."The Royals ECD Nick Cummins added: "Racing as a category hasn't changed in decades, so it was important for the campaign to express everything the Melbourne Racing Club is doing differently and convince more people to forget everything they think they know about racing. It's a deliberately fun and unconventional campaign, much like the experience racegoers can expect at the Caulfield Cup Carnival."