NOVA Entertainment has announced the extension of the strategic partnership with the Melbourne Racing Club (MRC) to highlight two experiential platforms – a new taste and sensory experience, Gourmet Cinema, and the return of the popular Peninsula Picnic.
Gourmet Cinema, Melbourne’s newest outdoor cinema experience, brings together two of Melbourne’s passions, food and film. Held over five consecutive evenings from 2 March at Caulfield Racecourse, each session is presented by one of five iconic Melbourne restaurants, who will curate a cinematic food journey inspired by a film favourite.
Listeners will be able to win a special smoothfm VIP experience on opening night, Wednesday 2 March, with a personal concierge and full catering for the ultimate indulgence.
For the second consecutive year, smoothfm has partnered with the MRC for the Peninsula Picnic at Mornington Racecourse on Sunday 20 March. smoothfm will create a unique relaxation precinct for guests attending the Mornington Peninsula’s most extensive food, wine and music gathering and will host it’s own client entertainment experience on site.
The Peninsula Picnic returns with a bigger line-up and larger site, more gourmet restaurants, decadent wineries and fresh local produce and will feature performances by Missy Higgins, Kim Churchill, Darren Middleton (Powerfinger), Timberwolf and more.
Louise Higgins, NOVA Entertainment COO said, “We are delighted to continue our ongoing strategic partnership with the MRC. Following our successful association last year with MRC’s Caulfield Cup Carnival and the Peninsula Picnic, two amazing events that had great appeal to our Nova and smoothfm listeners and agencies, we are delighted to continue to explore the possibilities between the brands in this lifestyle and entertainment arena.
“The Gourmet Cinema, a multi-sensory experience, is another perfect fit for our brand and combines two passions that are important to Melbournians.”
MRC’s executive director of marketing and membership, Jason Shugg, said smoothfm is a natural choice for the MRC, both being strong lifestyle brands.
“We know from previous partnerships with NOVA Entertainment that they understand our audience and their on-site activations are well suited to the occasions we put on, whether that’s an outdoor gourmet cinema event at Caulfield or the Peninsula Picnic in Mornington,” said Shugg.