MRC wanted to elevate the position of the Caulfield Cup Carnival within the Spring Racing Carnival and cement itself as the prestigious opening event. Their brief was that we create considerable enthusiasm for racing at Caulfield year round and add an element of prestige to set it apart from other Melbourne racetracks and importantly attract blue chip sponsors.
Budget limitations required us to think outside the square, as such we launched a series of exclusive initiatives and rolled them out over a seven year period. One such, The Face of Caulfield, both the Search and Judging, became a much anticipated annual event on the Spring Racing calendar delivering gorgeous “exclusive” Caulfield Cup Carnival ambassadors all the while incorporating the club’s key partners including Chadstone, The Age and BMW as well as attracting a host of support sponsors such as Mimco, Pommery, David Jones and more.
We worked alongside the sponsorship team to secure collaborative sponsors; conceptualised and produced all fashion collateral and events in the lead up to, and during the Carnival; managed all non-racing PR which, over the period, amounted to a total of $53 million. The 2011 figure alone achieved in excess of $14 million.