The Melbourne Racing Club (MRC) has appointed independent agency, The Royals, to handle all strategic and creative requirements after a competitive pitch process spanning several months.
Jason Shugg, executive director marketing and membership at the MRC explained how the new direction for the 2016 Caulfield Cup Carnival set the tone for the successful agency pitch.
“The Caulfield Cup Carnival this spring will be a game-changer”, Shugg said.
“Understanding the need to creatively reaffirm the Caulfield brand as innovative, surprising and contemporary, along with placing the customer at the heart of everything we do, were the keys to The Royals’ success during the pitch process.”
Andrew Siwka, managing partner at The Royals, said: “I am extra excited about this win. Not only do we get to bring to life some fantastic concepts, but with horse racing as one of my passions I now have a great excuse to get along to the races more often.
“The momentum we are generating across both Sydney and Melbourne at the moment is genuinely exciting after a series of great appointments this year.”
The announcement is effective immediately, and encompasses the Caulfield Cup Carnival as well as 2017 summer and autumn racing campaign periods.