News Australia has expanded its data-driven partnership with the Victoria Racing Club, using precision audience targeting to turn awareness from a Melbourne Cup campaign into event attendance.
VRC will use News Australia’s customer match capabilities to target high-intent audiences at scale.
In the multi-platform campaign, the Melbourne Cup Carnival is captured as an event that meets the needs of three distinct audiences: big event goers, lifestyle fashionistas, and sports and racing fans.
VRC chief marketing officer, Nikki Clarkson, said the campaign creates tailored content experiences for each audience group.
“Through this campaign with News Australia, we're not just advertising the Melbourne Cup Carnival, we're creating bespoke content journeys for different audiences,” she said.
“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.”
The campaign features a guide to the races with expert racing insights, 2025 fashion and style trends, sponsored features, video content, and native storytelling.
News Australia's general manager, advertising sales Victoria, Natalie Grabbe, said the data collaboration - which combines VRC’S first-party data with News Australia’s audience insights - will help convert campaign exposure into real-world outcomes.
“We're matching VRC's first-party customer data with our own audience insights to deliver precision targeting at scale," she said.
"Combined with our reach across metro, lifestyle and prestige publications, we're converting awareness into action to drive attendance.”
The integrated campaign will be displayed across News Australia’s metro mastheads including the Herald Sun, Vogue Australia,The Australian, and news.com.au.
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