Continuing the brand idea ‘It’s just not racing’, Melbourne Racing Club has launched a Spring Carnival Campaign to demonstrate that racing at Caulfield isn’t the usual, expected experience.
As one of the nation’s top social events, Melbourne Racing Club (MRC) 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.
Titled ‘Break with Convention’, the campaign launched this month with a 30-second TVC celebrating the journey of three 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 out-of-home elements, roving mobile posters, and radio and digital placements.
The Royals creative director Andy Jones said: “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.”
Peta Webster, chief commercial officer at MRC, said: “The next generation of racegoers 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 of 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 and art director: Tommy Cehak
Senior copywriter: 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