The Victoria Racing Club (VRC) has extended its partnership with Snap Inc. to create Our Stories during the Melbourne Cup Carnival, giving users an insight into Australia’s two biggest racedays.
The new multi-year deal builds on the success of last year’s partnership that saw the Emirates Melbourne Cup Day Our Story rank as one of the top performing Our Stories of 2016 in Australia.
The partnership will expand from the single Our Story last year to three in 2017 and future years – one on AAMI Victoria Derby Day and two on Emirates Melbourne Cup Day.
Snapchat’s editorial team curates Our Stories from Snaps submitted by fans both at Flemington Racecourse and celebrating around Australia, allowing Snapchatters to experience these two premier racedays from various perspectives.
VRC Executive General Manager Commercial Operations Nick Addison said the new multi-year partnership is an exciting initiative.
“As the world’s leading youth social media platform, Snapchat has helped connect us to young people across the globe. 70% of Snapchatters who engaged with the 2016 Emirates Melbourne Cup Live Story were aged between 13 and 24.
“Expanding to three Our Stories across our two biggest racedays will allow us to share even more of the Melbourne Cup Carnival’s uniquely Australian celebration of sport, fashion, food and wine, and culture,” said Mr Addison.
“We’re thrilled to be expanding on our partnership with the VRC, by offering fans greater access to what’s happening on and off the racetrack,” said Ben Schwerin, Vice President of Partnerships for Snap Inc. “The Melbourne Carnival Cup has a long and storied tradition for fans in Australia and around the world, and we’re excited to give them a front row seat to all the action.”
The VRC will lift the curtain on the Melbourne Cup Carnival on AAMI Victoria Derby Day on 4 November, followed by Emirates Melbourne Cup Day on Tuesday 7 November, Kennedy Oaks Day on Thursday 9 November and Emirates Stakes Day on Saturday 11 November.
Tickets and hospitality packages can be purchased from www.flemington.com.au
