McCann Melbourne Launches 2017 Melbourne Cup Carnival Campaign

McCann Melbourne Launches 2017 Melbourne Cup Carnival Campaign
SHARE
THIS



McCann Melbourne has unveiled its campaign for the 2017 Melbourne Cup Carnival which focuses on appealing to a general admission audience who are harder to reach and convince to come to Cup week than ever before.

The campaign, which stretches across social, digital, TV, OOH and radio, will be delivered across two creative phases, running from now through to Emirates Stakes Day on Saturday 11 November.

Jo King, head of brand, marketing and customer experience at Victorian Racing Club, said the 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,” she said.

Alec Hussain, group account director at McCann Melbourne, said: “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’,” he said.

“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.”

CREDITS

Client: Victorian Racing Club

Executive general manager of customer engagement: Caroline Ralphsmith

Head of brand, marketing and customer experience: Jo King

Senior manager of marketing, brand and acquisition: Chloe Alsop

Agency: McCann Melbourne

Executive creative director: Matt Lawson

Creative director: Nicole Mandile

Art director and copywriter: Caity Moloney and Tessa Midgley

Designers: Dave Budd, Pocai DeAlmeida Guilherme

Re-toucher: 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 and media: David Phillips

Head of digital: Tony Prysten

Head of social: Chris Baker

Digital producer: Joshua Ida

Agency producer: Anne Comber

Production: //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-production: The Butchery/ The Refinery

Stills photographer: Ben Simpson

 

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]