News Australia and the Victoria Racing Club (VRC) have elevated their data-driven collaboration for the 2025 Melbourne Cup Carnival, using precision audience targeting to convert awareness into attendance. Building on the success of last year’s campaign, VRC is again leveraging News’ Customer Match capabilities to reach high-intent audiences at scale.
The multi-platform campaign reimagines the Melbourne Cup Carnival as an unmissable, multi-sensory experience that blends fashion, sport and entertainment, delivering tailored content to three distinct audience segments: Big Eventers, Lifestyle Fashionistas, and Sports & Racing Fans.
VRC CMO, Nikki Clarkson, said: “Through this campaign with News Australia, we’re not just advertising the Melbourne Cup Carnival, we’re creating bespoke content journeys for different audiences. Whether you’re a racing purist, a fashion devotee, or someone who never misses a major event, this campaign ensures you see the Melbourne Cup Carnival through a lens that resonates with you.”
Campaign elements include Guide to the Races content featuring expert racing insights, 2025 Racing Trends showcasing fashion and style, sponsored features, video content, and high-impact native storytelling that brings the excitement, glamour and sport of the Melbourne Cup Carnival to life.
News Australia’s GM, advertising sales Victoria, Natalie Grabbe, said: “We’re matching VRC’s first-party customer data with our own audience insights to deliver precision targeting at scale. Combined with our reach across metro, lifestyle and prestige publications, we’re converting awareness into action to drive attendance.”
The integrated campaign spans News Australia’s metro mastheads led by Herald Sun, as well as Vogue Australia, The Australian, and news.com.au, combining digital display advertising, video, social amplification, and premium editorial across digital and print.
