News Corp Australia and the Victoria Racing Club have united for a new data-led media campaign, inviting audiences to experience ‘A World That Awaits’ this Melbourne Cup Carnival.
In a partnership first, the VRC is leveraging News’ advanced Customer Match targeting capabilities, using their own first-party data to identify high-intent audiences across the News Network and serving them personalised messages for an enhanced advertising experience.
News Corp Australia’s General Manager, Advertising Sales Victoria, Natalie Grabbe, said: “We have enjoyed a long-standing relationship with the VRC for many years and are excited to be working with them again for the upcoming Melbourne Cup Carnival.
“This year we are building on their audience strategy by harnessing our Customer Match data capabilities to deliver more impactful targeting, personalisation and measurement ensuring a far superior campaign outcome.”
This year’s theme, ‘A World That Awaits’, showcases the unique food, fashion and entertainment experiences only available during the biggest racing week of the year.
VRC executive general manager brand, marketing and communications, Jo King said: “The trusted publications within the News Corp Australia family allows the Victoria Racing Club the ability to leverage not only our first-party data, but also the high value audiences within their ecosystem, delivering reach and scale across Australia”.
“This campaign is a perfect mix of editorial and advertising content across all key pillars including racing, fashion, food and entertainment – all which bring the Melbourne Cup Carnival to life.”
The campaign features unmissable high-impact creative, custom display ads, engaging video, a comprehensive social strategy, premium native content and print integration in key environments across News’ ecosystem of brands, including news.com.au, The Australian, Herald Sun, Stellar magazine, GQ Australia and Vogue Australia.
