Melbourne Racing Club targets millennial racegoers

18 September 2018

Creative Agency: The Royals

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Melbourne Racing Club's Caulfield Cup Carnival redefines modern racing with new campaign.

Melbourne Racing Club (MRC) is targeting millennial racegoers in a colourful campaign by The Royals.

The campaign celebrates the 2018 Stella Artois Caulfield Cup Carnival with a brighter take on the classic event, in an effort to redefine the modern racing experience.

The ad highlights the unique experiential event offered at Caulfield with live music, a fashion precinct and gourmet dining alongside world-class racing, designed to attract a new generation of racegoers.

“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,” Royals managing partner Andrew Siwka says.

The campaign continues MRC's 'It's Just Not Racing' 2016 brand strategy, which contributed to a 15% increase in Carnival attendance in 2017.

“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,” MRC chief commercial officer Pet Webster says.

The campaign will run across OOH, print, radio and digital platforms in addition to the 30-second TV ad.


Client: Melbourne Racing Club
Chief Commercial Officer: Peta Webster
General Manager, Marketing & Communications: Sarah Stewart
Creative Director: Nic Lehman
Marketing Campaign Manager: Rhiannon McMahon
Digital Marketing Manager: Ashley Curnow
Marketing Campaign Coordinator: Stefani Michael

Agency: The Royals
Managing Partner: Andrew Siwka
Creative Partner: Nick Cummins
Creative Director: Andy Jones
Strategy Director: Matt Davies
Art Director: Kiah Barker
Copywriter: Sean McNicholas
Group Account Director: Clara Tang
Senior Account Manager: Haley Kriksic

Photographer: Cameron Grayson
Director: Sean Mulquiney
Sound: Risk Sound
Music: Nylon
Stylist: Lana Wilkinson

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