Racing royalty are the stars in Grey Melbourne's campaign to attract bigger crowds to the Melbourne Cup Carnival.
Grey Melbourne’s first major campaign for the Victoria Racing Club aims to pull more punters to the Melbourne Cup through showcasing Flemington’s best assets.
Grey, which won the pitch for VRC at the end of last year, have created a powerful narrative through the Playground of Racing Royalty campaign by celebrating the entrenched tradition of Australia’s richest thoroughbred horse race.
Melbourne Cup winners Gai Waterhouse, Damien Oliver, Glen Boss and Michael Rodd star in the campaign, which is set against the backdrop of Flemington’s immaculate lawns and grandstands.
The winners are accompanied on set by Flemington’s longest serving employee, Terry Freeman, farrier Mark Cumming, veteran racecaller Greg Miles and fashion designer Dom Bagnato.
VRC acting EGM brand, marketing and international development Lisa Patroni said the campaign is about welcoming people to Flemington, with “the treatment a playful celebration of Flemington’s traditions, history and other-worldly appeal, while highlighting that it belongs to everyone.”
The campaign will be supported by digital activations, a TV campaign and broadcast sponsorships.
