For the second year in a row, Kate & Co. PR were thrilled to be working with the Principal Partner of the VRC, Lexus Australia, to amplify brand messages throughout what was another unique Melbourne Cup Carnival in Melbourne, due to the ever evolving COVID-19 pandemic.
The theme of this year’s campaign, ‘Live Forward’, supported Lexus Australia’s endeavour for an electrified future, with every touchpoint underpinned by sustainability, environmental consciousness and socially responsible practices – aiming to inspire, excite and leave you feeling optimistic about the future.
Lexus Australia hosted an electrified VIP lunch to launch the campaign in Sydney. Lexus Australia Ambassador Emma Freedman, hosted the event and brought to life all the fashion, food, and glamour we love about the race that stops the nation.
The VIP lunch also highlighted Lexus Australia's partnership with Atlas Dining chef Charlie Carrington, who curated a sustainable menu for both the event and as a special delivery to the homes of employees, Ambassadors and Friends of the Brand across the country, allowing them to all revel in the celebrations of Lexus Melbourne Cup Day.
During the campaign, Kate & Co. PR strategically placed media coverage across broadcast, print and digital publications, including across outlets Channel 10, The Herald Sun, The Age and Vogue Australia, as well as an abundance of coverage across social media.