Thu, 03 Sep 2015 04:05:26 GMT
The first day of Spring saw the launch of The Playground of Racing Royalty at Melbourne’s Southern Cross station as Flemington came to the city in a flurry of racing, fashion and glamour. This campaign has been building on social media for the last six months with more than 100 pieces of content.
Emirates Melbourne Cup winners including Gai Waterhouse, Damien Oliver, Glen Boss and Michael Rodd feature in the campaign alongside fourth generation Cummings dynasty trainer, James, and numerous thoroughbreds with backdrops of Flemington’s iconic lawns, rose gardens, grandstands, mounting yard arch and clock tower.
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Flemington’s longest serving employee, Keeper of the Roses Terry Freeman, farrier Mark Cumming, veteran racecaller Greg Miles, former Myer Fashions on the Field ambassadors Rebecca Stoneman and Alison Saville, fashion designer Dom Bagnato and milliners, Richard Nylon and Kerrie Stanley, among many other racing royalty, also participated in filming and photo shoots over the last six months.
VRC Acting EGM brand, marketing & international development, Lisa Patroni said the campaign captures the power of the rich narratives that already exist in the sport of kings.
“The new campaign is about welcoming people to Flemington; the treatment is a playful celebration of Flemington’s traditions, history and other-worldly appeal, while highlighting that it belongs to everyone,” Patroni said.
This portrait of Flemington’s greatest assets—human, equine and physical—forms the campaign’s hero image, supported by digital activations, experiential, an emotive television campaign and broadcast sponsorships showcasing the beauty and exhilaration of thoroughbred racing.
It is about the journey towards the Carnival, the joy of being a racegoer, VRC member, horse owner or Fashions on the Field contestant alike. This campaign puts Flemington and its thousands of subjects in the spotlight.
“The Melbourne Cup Carnival is the pinnacle of racing. This campaign has been a fantastic collaboration between our racing royalty, photographers, media partners, production teams, the VRC and our agency; the anticipation has been building all year, and now Carnival is upon us,” said Claudia McInerney, general manager, Grey Melbourne.