NOVA Entertainment Cracks The Whip With New Melbourne Racing Partnership

Horse racing, focus on horse in background, Canon 1Ds mark III

NOVA Entertainment has announced a new partnership with the Melbourne Racing Club (MRC) to showcase Caulfield Racecourse as the ultimate food, lifestyle and entertainment location.

With a number of unique and lifestyle events scheduled for 2015, including Grand Final Race Day this Saturday, the Caulfield Cup Carnival from 10 to 17 October will be the first major event to launch the strategic partnership.

NOVA Entertainment, Racing Victoria and the MRC have joined forces to provide an amazing entertainment, sporting and food experience for this key event on the Spring Racing Carnival calendar. This year the MRC’s Caulfield Racecourse has completely reinvented the sporting event with a full food and dining experience. Nova and smoothfm will enhance the racing experience with chill out areas, live DJs providing the soundtrack for all the race day events and on site activations as well as the Potbellez performing live on the main stage after the races conclude on Caulfield Guineas Day (October 10).

Louise Higgins, NOVA Entertainment COO said, “We are delighted to form a strategic ongoing partnership with the MRC. They have created amazing events that have great appeal to our Nova and smoothfm listeners and agencies. Our first association with MRC’s Peninsula Picnic at Mornington Racecourse, a uniquely Melbourne event held earlier this year, was a great success and showed the potential of this relationship. We can’t wait to continue to explore the possibilities between the brands in this lifestyle and entertainment arena.”

NOVA Entertainment will be launching a trade activation Cheeky Parlour, a pop up salon offering express beauty and grooming treatments,in the week leading up to the BMW Caulfield Cup on October 17. Designed to provide key Melbourne agencies with a unique brand experience that their employees can enjoy from the comfort of their office, Cheeky Parlour creates a relevant occasion to celebrate and profile our MRC partnership with our trade audience.

MRC’s general manager of marketing and membership, Jason Shugg, said, “The BMW Caulfield Cup Carnival is known for offering the best in food, fashion and racing. We believe a great day at the races speaks to people on many levels, that passion wears many colours.

“Through partnering with Nova and smoothfm, we can add amazing entertainment to that brand experience, catering for both the younger crowd wanting a cracking day out, to those who are treating themselves and appreciate a more chilled out experience. We’re excited to be partnering with NOVA to amplify what is already a world-class carnival, and know they’ll bring their signature style and flair to the event, making it the best ever BMW Caulfield Cup Carnival.”

Please login with linkedin to comment

Fairfax NSW Snowden

Latest News

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Opinion

Smart Speakers: The Voice Of A Generation

In this opinion piece, Growth Tank management consultant David Willey looks into research on the usage of voice assistants and access to smart speakers for Generation Z, Millennials and Generation X in Australia. We hear a lot about how Millennials, and now Generation Z, are changing the game on marketing by adopting the latest technology, including digital voice […]


by B&T Magazine

B&T Magazine
Host/Havas Bags Work For Oroton
  • Advertising

Host/Havas Bags Work For Oroton

Host/Havas staff forced to takes lessons on accessorising after snaring Oroton's creative account.

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team
  • Media

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team

Macquarie Media has announced that two of Australia’s cricketing greats, Glenn McGrath and Mike Hussey, are the latest additions to its cricket commentary line-up. McGrath (pictured above, right) and Hussey (pictured above, left) will join Darren Lehmann and Ian Chappell in the Macquarie Macquarie Sports Radio commentary box this summer, as part of the company’s new six-year […]

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy
  • Advertising
  • Media

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy

Special Broadcasting Service (SBS) has announced the appointment of Andrew Mudgway as its national sales manager for TV and digital. Mudgway joins SBS from Fairfax Media, where he was responsible for the publisher’s national digital and print sales team. He brings more than 25 years’ experience to SBS, having also held positions at IPG Mediabrands, […]