McCann Melbourne Launches 2017 Melbourne Cup Carnival Campaign

McCann Melbourne has unveiled its campaign for the 2017 Melbourne Cup Carnival which focuses on appealing to a general admission audience who are harder to reach and convince to come to Cup week than ever before.

The campaign, which stretches across social, digital, TV, OOH and radio, will be delivered across two creative phases, running from now through to Emirates Stakes Day on Saturday 11 November.

Jo King, head of brand, marketing and customer experience at Victorian Racing Club, said the campaign combines the old and the new with ambition and intelligence.

“It reflects the evolving on-track experience for general admission such as The Park and Flamingo Croquet Lawn, and seeks to introduce a new audience to the Melbourne Cup Carnival while also getting those that are familiar with it to reappraise it,” she said.

Alec Hussain, group account director at McCann Melbourne, said: “Everyone knows the fashion will be fabulous, the racing thrilling and the atmosphere electric.

“But our core general admission audience now has more choice of leisure activities than ever before, and according to VRC research, a growing sentiment that the races are either ‘not for them’ or ‘just a little too hard’,” he said.

“Getting our audience to reappraise the Melbourne Cup Carnival as an event for them is critical to the campaign’s success, and to do that, we had to push into and be part of our audiences’ world – not just the racing world which they can find inaccessible.”

CREDITS

Client: Victorian Racing Club

Executive general manager of customer engagement: Caroline Ralphsmith

Head of brand, marketing and customer experience: Jo King

Senior manager of marketing, brand and acquisition: Chloe Alsop

Agency: McCann Melbourne

Executive creative director: Matt Lawson

Creative director: Nicole Mandile

Art director and copywriter: Caity Moloney and Tessa Midgley

Designers: Dave Budd, Pocai DeAlmeida Guilherme

Re-toucher: Ross Goddard

Finished art: Belinda Cuddon

Managing director: Adrian Mills

General manager: Anita Deutsch-Burley

Group account director: Alec Hussain

Account manager: Angela Lethbridge

Head of planning and media: David Phillips

Head of digital: Tony Prysten

Head of social: Chris Baker

Digital producer: Joshua Ida

Agency producer: Anne Comber

Production: //Thirteen & Co

Director: Pete Moore

Producer: Catherine Warner

Executive producer: Roy De Giorgio

DOP: Tim Tregoning

Editor: Joe Morris

Colourist: Chris Reynolds

Online editor: Eugene Richards

Post-production: The Butchery/ The Refinery

Stills photographer: Ben Simpson

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2017 Melbourne Cup Carnival McCann Melbourne Melbourne Cup Victorian Racing Club