Bauer Media has announced it has signed a two-year magazine media partnership with the Victoria Racing Club (VRC) for the Melbourne Cup Carnival.
As the VRC’s official magazine partner for the next two years, Bauer will bring all the highlights of the Melbourne Cup Carnival experience to fashion and luxury audiences across its portfolio of premium brands including ELLE Australia, Gourmet Traveller, COSMOPOLITAN and The Australian Women’s Weekly.
Partnership integration will include editorial, marketing, advertising and two event activations to drive enriched awareness and engagement with Australia’s biggest racing carnival.
Situated inside the famous Birdcage Enclosure at Flemington on AAMI Victoria Derby, Emirates Melbourne Cup and Kennedy Oaks days, a purpose-built ELLE Pod will deliver live updates and commentary from ELLE’s on-the-ground editorial team on the best fashion, beauty and celebrity news across the three days.
Content will feature across ELLE’s social platforms and aggregated within a Spring Racing destination on ELLE.com.au.
A COSMOPOLITAN Glam Pit will offer race goers in The Park, a free precinct for all Melbourne Cup Carnival ticket holders, complimentary beauty touch-ups, live COSMO experiences and social media photo opportunities. Content will be amplified in magazine and on COSMO’s social channels.
VRC interim CEO Neil Wilson said: “The Australian Women’s Weekly ran their inaugural Melbourne Cup cover in November 1933, and Bauer titles have continued to showcase the excitement and glamour of the Melbourne Cup Carnival throughout the decades.
“We’re delighted to officially partner with Bauer for the next two years – a partnership that will allow us to reach old and new audiences in innovative ways, including exclusive content from the ELLE pod.”