Bohemia Melbourne Partners With Racing Victoria & Victoria Racing Club For The All-Star Mile

Bohemia Melbourne Partners With Racing Victoria & Victoria Racing Club For The All-Star Mile

Racing Victoria has kicked off its Summer/Autumn racing period, the Festival of Racing, with the launch of a new innovation in Thoroughbred Horse Racing, The All-Star Mile.

To be held at Flemington Racecourse on Saturday, 16 March 2019, the $5 million All-Star Mile is a first in Australian racing, providing the public with the chance to vote for the horses that compete.

The All-Star Mile is a collaboration between Racing Victoria (RV) and the three metro Clubs; Victoria Racing Club (VRC), Melbourne Racing Club (MRC) and Moonee Valley Racing Club (MVRC), with the VRC being the first Club to host the inaugural race.

The campaign for The All-Star Mile has been a collaboration between RV, the VRC and Bohemia, that calls on the public to vote for their chosen horse to shape the final field of runners and attend this unique new event at the iconic Flemington Racecourse.

Voters will go into the draw to be named an Owner Ambassador of their chosen horse and, if it makes the top 10, they could win a share of $500,000, of which the winner will take home $250,000.

The All-Star Mile website has received more than 59,000 votes since voting opened on January 21. Voting closes on February 18.

Racing Victoria chief commercial officer Jane Ballantyne said: “The level of interest generated in The All-Star Mile has already exceeded our expectations in year one and the campaign is just getting started.

“It is a terrific result given it’s such a busy time in the sporting calendar.

“We look forward to enhancing the calendar by adding an event that is new and exciting, and designed to attract additional people to racing which is already proving to be the case.”

Victoria Racing Club executive general manager customer engagement Caroline Ralphsmith said: “The All Star-Mile has well and truly upped the ante for the Autumn Festival of Racing.

“We’re thrilled the public is keen to get behind this new initiative.”

The event has been revealed through a comprehensive media campaign designed to educate and excite punters about the concept and how they can get involved.

Bohemia Melbourne director Sam Westaway said: “It has been a true collaboration between RV, VRC and Bohemia.

“The plan was to tap into an increased interest in sport to boost traction around The All-Star Mile not only within Victoria, but nationally.”

The campaign is rolling out through outdoor, radio, print, TV, performance digital and intricate social performance elements.




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