With all eyes on Flemington for the Melbourne Cup Carnival, APN Outdoor teamed up with The Victoria Racing Club (VRC) to share the real-time excitement far and wide using the outdoor leaders’ premium Elite Screen inventory in Melbourne.
Using the iconic Young and Jackson billboard that presides over Federation Square as a centre piece; along with two other high profile sites in Melbourne (St Kilda Junction and Moonee Ponds), live results from the 2015 Emirates Melbourne Cup and Crown Oaks races; as well as highlight’s from the days’ fashion were shared instantaneously, ensuring that spectators in the city’s centre (where the race is shown on the big screen), got the full, trackside experience.
Lisa Patroni, EGM, brand, marketing & international development, VRC said: “Each year the Melbourne Cup Carnival truly does stop the nation and we are always looking for exciting and inclusive ways to share this with those who can’t make it to Flemington. APN Outdoor’s Elite Screens allowed us to facilitate instantaneous messaging, with live updates in key areas around Melbourne that were able to announce the winner mere moments after the finish, as well as fashion updates, as new fashion trends were spotted over the course of the day.”
Janine Wood, general manager- marketing, APN Outdoor added: “Here at APN Outdoor we love to get behind iconic Australian events and this of course includes sharing in the excitement of the Melbourne Cup Carnival. The premium, high traffic locations of our Elite Screens enable us to speak to an enormous amount of people who are out and about and looking for something compelling to grab their attention.
“The prominence of our screens, coupled with sophisticated and responsive technologies we use, allows us to share breaking news and up to date content instantaneously. The VRC’s execution perfectly demonstrates how we envisage our Elite Screens working overtime for brands, beyond a more traditional advertising campaign, and we applaud them for embracing the technology and abilities of the portfolio to mark yet another successful Melbourne Cup Carnival!”
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