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.

Jane Elliott
Posted by Jane Elliott

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.”