Melbourne Racing Club & The Royals Turn Racing On Its Head

Melbourne Racing Club & The Royals Turn Racing On Its Head

Continuing to redefine the modern experience of racing, Melbourne Racing Club has launched a new campaign for the 2018 Stella Artois Caulfield Cup Carnival that celebrates everything that’s bold and different about Caulfield.

Titled “Turn Racing on its Head”, the campaign highlights the unique and thrilling racing experience on offer at Caulfield, one of the nation’s top social events.

With live music, a fashion precinct, out-of-the-ordinary experiences and the best of Melbourne dining against a backdrop of world-class racing, MRC is promising an event for a new generation of racegoers.

The campaign includes out-of-home, press, radio and digital, as well as a 30-second TVC.


It continues the MRC’s successful “It’s Just Not Racing” brand strategy, introduced in 2016, which contributed to a 15 per cent year-on-year increase in Carnival attendance in 2017.

MRC chief commercial officer Peta Webster said: “The Stella Artois Caulfield Cup Carnival is a modern event, not afraid to try new ideas and approach things differently.


“As such, our campaign by The Royals had to communicate that this is an event unlike any other, bringing to life a boutique experience that is socially inclusive, refreshing and unique.

“‘Turning Racing on its Head’ captures this perfectly.”

The Royals managing partner Andrew Siwka added: “Over the past couple of years, Melbourne Racing Club has successfully reinvented the racing experience – from the staid and conventional to a bold, colourful event full of the unexpected.


“This campaign reflects the experience racegoers can expect at the Stella Artois Caulfield Cup Carnival.”

The 2018 Stella Artois Caulfield Cup Carnival runs from 13 to 20 October.

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