As 2024 draws to a close, we're incredibly proud to reflect on the success of this year's Caulfield Cup Carnival and the campaign we brought to life with the team at Melbourne Racing Club.
Inspired by the new "Hearts Will Race" creative, the KateCo. PR team worked with MRC to deliver a comprehensive communications strategy across the Carnival’s key racedays. From leveraging media-worthy talent to crafting creative ideas that drove awareness and talkablity, we ensured the Carnival sparked conversation across both traditional and social media.
This year was filled with exciting firsts: the unveiling of MRC’s state-of-the-art Subterranean Day Stalls and Mounting Yard, the introduction of The Jockey Club – an elevated GA precinct offering, Bar Bambi’s iconic trackside Marquee – complete with its renowned hospitality and entertainment, and the Club’s partnership with Style Theory – a designer rental service giving racegoers budget friendly and sustainable choices without compromising on style.
Our ambassador lineup included AFL rising star Harley Reid, Olympian Jessica Hull, horse trainer Sam Freedman, media and racing personalities Rozalia Russian, Ruby Brownless and Kate Waterhouse, and celebrity stylist Lana Wilkinson – the Carnival’s official stylist, to name a few. Together, we told captivating stories – all the way from Harley’s hometown of Tongala to the exciting raceday atmosphere of Caulfield Racecourse – while driving MRC’s vision of being the most progressive Racing Club in the world.
As always, this campaign wouldn’t have been possible without the support of our media friends, who helped us share these unique and engaging stories, and the team at Melbourne Racing Club – Ashley Curnow, Rebekah Patterson, Bri Arnott, and Kate Vaughan.
Here's a little glimpse into a massive campaign!
