Melbourne Racing Club (MRC) continues to challenge racing stereotypes with the launch of the 2019 Stella Artois Caulfield Cup Carnival campaign, showcasing the Club’s innovative and unique approach to racing.
Titled ‘The Revolution Will Be Trackside’, the campaign takes inspiration from the Carnival’s New York theme – featuring bucket drumming street performers, the iconic Manhattan skyline, big bold street fashion, delicious colourful foods and, most importantly, a healthy dose of attitude.
The New York theme will be brought to life across the track with precincts named after the city’s famous boroughs, food and entertainment that nods to the eclectic mix of the NYC cultural melting pot, and fashion as bold and contemporary as the runways (and alleyways) of the Big Apple.
Just like the city of dreams, the Stella Artois Caulfield Cup Carnival will again walk to the beat of its own drum and celebrate doing things differently.
‘The Revolution Will Be Trackside’ is spearheaded by a 30-second TVC showing a racegoer breaking free of boring, traditional racing and experiencing the ‘revolutionary’ atmosphere of the Stella Artois Caulfield Cup Carnival. It includes out-of-home, press, digital, social and a radio ad featuring a slam poetry-style voiceover.
The campaign continues the MRC’s successful ‘It’s Just Not Racing’ brand strategy, introduced by The Royals in 2016, which has delivered a seven per cent increase in attendance over the past three years.
MRC chief commercial officer Peta Webster said: “’The Revolution Will Be Trackside’ is a line that strongly conveys that things are done differently at the Melbourne Racing Club and Stella Artois Caulfield Cup Carnival.
“The revolution will be enjoyed. It will be danced to. It will be fast, action-packed and right there in front of you. At Caulfield you get closer to the action, so when conventions are broken, you’ll have a position near the rails. In my view, the entire campaign nails the flavour and excitement that racegoers can expect at Caulfield.”
The Royals managing partner Andrew Siwka added: “Melbourne Racing Club has successfully established the Stella Artois Caulfield Cup Carnival as a must-attend event on Melbourne’s sporting, fashion and social calendar, and The Royals are proud to play a role in showcasing the event’s unique and forward-thinking nature.”