With the announcement of the 2017 Emirates Melbourne Cup marquee theme yet to be revealed, Emirates has announced the appointment of three agency partners to manage its presence at this year’s event.

As a creative agency that specialises in communication through live experience, Pulse Group is tasked with translating the designated Emirates theme into an experiential event like no other at the carnival.

Having worked with the airline globally since 2003, Pulse are well-versed with the Emirates brand experience, and will be bringing the experience to life through the design and build of the airline’s flagship marquee.

Emirates’ long-standing PR agency partner in Australia, PPR, will once again be handling all media relations and media guest management for the 2017 Emirates Melbourne Cup Carnival, having worked with the airline since 2000.

Responsible for the overall sponsorship and activation campaign, TLA is a leading global sports marketing and talent representation group.

TLA has developed Emirates’ campaign and activation strategy for the entire Emirates Melbourne Cup Carnival, bringing this to life within the marquee and the wider Flemington Racetrack precinct via strategic sponsorship asset management and implementation, content creation and talent management.

To further amplify Emirates’ sponsorship, TLA will also roll out the entire digital and social campaign for Emirates during the Emirates Melbourne Cup Carnival, celebrating the inclusiveness of the event to all points of Australia and the world.

Finally, TLA will also ensure the marquee guest list targets the most influential and prominent public figures, as well as Emirates major business partners and regular customers.

The three agencies will engage a range of local suppliers and will work alongside one another to create a prestigious, all-encompassing Spring Racing Carnival experience like no other.