The event that kicks off spring racing in Victoria, the Stella Artois Caulfield Cup Carnival, will quite literally deliver the action, fun, food and fashion into the homes of racing lovers this spring, as Melbourne Racing Club (MRC) today unveils its Carnival campaign – Let’s Bring It Home.
The MRC, who has in years past wowed 55,000+ racegoers with New York and LA-inspired trackside experiences, is owning the reality that this year’s Carnival will be very different, vowing to transform racing fans homes into the ultimate trackside destination, virtually.
The Stella Artois Caulfield Cup Carnival, which will be the first sporting major event held in Melbourne since March, is planning to turn up the at-home racing experience with marquee style hospitality delivered direct to the fans, racing fashion advice and competitions for the couch-bound, a content series showcasing local racing talent, and a celebration of the real heroes of 2020.
Members are a priority, with the MRC today announcing a further extension of all Club memberships (already extended until 30 September) until 31 December 2020. The extension underpins a continued focus for the Club in prioritising the true fans of the sport and the spirit of racing.
With international competition likely to be limited, the 2020 Spring Racing Carnival will be a unique opportunity for locals to shine. MRC will celebrate this through a content series to showcase some of the fantastic emerging and established local racing talent lining up for spring glory.
High profile moments including the annual launch of the Carnival and the presentation of the $155,000 Stella Artois Caulfield Cup trophy will be beamed into the homes of members and fans this year for the first time, with plans for a special celebration of those who have shown true heroism over the past months.
“In developing our theme and plans for a socially-distanced Carnival, it was imperative that we focus on what really matters to us as a Club, and to our Members,” says MRC Chief Executive Officer Josh Blanksby.
“Although the venue may be different as people tune in from home and on screens, we will continue to deliver the very best racing, content and activations in a unique style as we further embrace the digital experience,” Blanksby said.
“Our Carnival might look a bit different this year, but together we can make the feeling the same.”
Carnival sponsor, Stella Artois, is geared up to ensure that racing fans don’t miss any of the action.
“As naming rights sponsor of the Caulfield Cup Carnival and the $5m flagship race, our partnership with the Melbourne Racing Club has always been about creating unforgettable and sophisticated experiences for racegoers,” says GM of Marketing at Carlton & United Breweries, Brian Phan.
“Despite the socially distanced world we find ourselves in, we are happy that we are able to continue to bring joy and thrilling experiences to racing fans and look forward to celebrating one of the world’s greatest races with one of the world’s greatest beers this October.”
To get into the spirit of spring race days, racing fans can recreate their own marquee experience at home with the MRC’s Super Box. The “perfect raceday in a box” delivers fan favourite dishes that MRC is known for, including seafood sliders, lobster brioche and caviar, paired with French champagne, delivered to direct to your door, on the morning of the race day.
As for race day fashion in the time of COVID, the Club is encouraging fans to get into the fashion spirit of the Carnival, Caulfield-style.
“Fashion has always been an important part of racing, but it takes on a different meaning for us in 2020,” says MRC Chief Commercial Officer Peta Webster.
“Feeling fashionable may seem like a long-forgotten concept, but that’s exactly why fashion won’t be overlooked this spring. The MRC way has always been to take the traditional and flip it on its head.
“We are encouraging everyone to take the opportunity during these unique times to step out of the weekly rotation of loungewear, get dressed up for the races and share the fun with us across their socials.”