News Australia and the Victoria Racing Club are taking their partnership beyond the Melbourne Cup Carnival, targeting younger, lifestyle-focused audiences across a broader calendar of racing events.
News Australia and the Victoria Racing Club (VRC) have expanded their media partnership beyond the traditional four-day Melbourne Cup Carnival, with a new campaign spanning key events throughout the racing calendar.
The collaboration will promote Flemington’s New Year’s Eve Race Day and Super Saturday during the Autumn Racing Carnival, alongside the spring racing season, with the aim of driving trackside attendance and growing VRC membership.
The campaign targets younger and lifestyle-focused audiences through the Herald Sun, news.com.au and Vogue Australia, combining racing coverage with fashion, digital content and on-the-ground experiences.
VRC chief marketing officer Nikki Clarkson said the expanded partnership would help the club connect with racegoers beyond individual events.
“Our partnership with News Australia allows us to engage racegoers well before they step through the gates and keep them connected long after the final race,” Clarkson said.
“Extending our reach across key feature race days ensures we continue to attract new audiences, elevate the trackside experience and convert event-day passion into lasting VRC membership and race day attendance.”
Campaign elements include digital countdowns, front-page print promotions, podcast sponsorships and a reimagined Form Guide designed for both casual racegoers and experienced punters.
Fashion and race day culture will remain a central part of the Melbourne Cup Carnival campaign, including the Emerging Designer Award, co-presented by Vogue Australia. Judged by three Vogue Australia editors, the winner will be announced on the Fashions on the Field stage at Howden Victoria Derby Day.
Vogue Australia will also publish a bespoke branded ‘Get Ready With Me’ video style guide across its social channels.
Meanwhile, the Herald Sun and VRC will host a dedicated photo studio at Flemington across Howden Victoria Derby Day, Lexus Melbourne Cup Day, Crown Oaks Day and TAB Champions Stakes Day. Racegoers will be able to have their outfits professionally photographed, with images published in live galleries on the Herald Sun website.
News Australia Victorian managing director John Lehmann said the campaign was designed to maintain interest in Flemington throughout the year.
“We have built a media campaign that maintains momentum for Flemington throughout the year,” Lehmann said.
“By combining the reach of the Herald Sun and news.com.au with the prestige of Vogue Australia, we are connecting with both traditional racing fans and broader lifestyle audiences at every stage of the spring-autumn racing season.”
