Racing fever will engulf Victoria next Tuesday and the Herald Sun is getting ready to leverage its position as the Melbourne Cup Carnival’s official newspaper.
The Herald Sun is set to amplify its ‘We’re for Victoria’ campaign with a raft of editorial, marketing and event activations aimed at winning the favour of race fans.
Editorially, leading trainer Mark Kavanagh and Cup-winning jockey Glen Boss will join the Herald Sun’s sports reporters to cover the event.
Flemington TV will also feature Herald Sun reporters with crosses from the mounting yard, Fashions on the Field and the Birdcage.
There will be a form guide available in print, online and mobile and a digital sweep app.
Taste columnist Matt Preston has designed the menu for the Birdcage marquee’s guests. The Birdcage has been decked out to match the paper’s ‘We’re for Victoria’ campaign with iconic Melbourne images adorning the exclusive marquee.
Emily McGrath, News Corp Australia’s general manager sales, said: “The marquee fa√ßade – wrapped in pages of the Herald Sun and overlaid with stunning timber strapping is reminiscent of the Arts Centre, Federation Square and Southern Cross Station.
“The interior features a horse-shoe cafe bar with a lavish hydrangea and newspaper installation. And the rear of the marquee includes a sophisticated lounge area reflecting the hidden bars of Melbourne. Guests and passers-by alike will be struck by the fresh and fun mood from the outset.”
The paper has also invested in print, digital and radio ads as well as retail activations to support its sponsorship of the event and its event initiatives.