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.”
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