Victoria Racing Club launches new Campaign via Grey Melbourne
Victoria Racing Club launches Playground of Racing Royalty campaign via Grey Melbourne
By Ricki | September 5, 2015
The first day of Spring saw the launch of The Playground of Racing Royalty campaign via Grey Melbourne, at Melbourne's Southern Cross station as Flemington came to the city in a flurry of racing, fashion and glamour.
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Flemington's longest serving employee, Keeper of the Roses Terry Freeman, farrier Mark Cumming, veteran racecaller Greg Miles, former Myer Fashions on the Field ambassadors Rebecca Stoneman and Alison Saville, fashion designer Dom Bagnato and milliners, Richard Nylon and Kerrie Stanley, among many other racing royalty, also participated in filming and photo shoots over the last six months.
VRC acting EGM brand, marketing and international development, Lisa Patroni said the campaign captures the power of the rich narratives that already exist in the sport of kings.
Says Patroni: "The new campaign is about welcoming people to Flemington; the treatment is a playful celebration of Flemington's traditions, history and other-worldly appeal, while highlighting that it belongs to everyone."
This stunning portrait of Flemington's greatest assets--human, equine and physical--forms the campaign's hero image, supported by digital activations, experiential, an emotive television campaign and broadcast sponsorships showcasing the beauty and exhilaration of thoroughbred racing. It is about the journey towards the Carnival, the joy of being a racegoer, VRC member, horse owner or Fashions on the Field contestant alike. This campaign puts Flemington and its thousands of subjects in the spotlight.
Says Claudia McInerney, general manager, Grey Melbourne: "The Melbourne Cup Carnival is the pinnacle of racing. This campaign has been a fantastic collaboration between our racing royalty, photographers, media partners, production teams, the VRC and our agency; the anticipation has been building all year, and now Carnival is upon us."
Sep 2, 2015