Here’s to wrapping up another standout Summer Carnival with Melbourne Racing Club.
Across January and February, Caulfield Racecourse came to life once again, blending sport, entertainment, lifestyle and family experiences to broaden the appeal of racing for new audiences.
The campaign centred on driving awareness of Caulfield as more than a racecourse, highlighting immersive precincts, cross-code sport integrations and premium hospitality experiences. This included the new Central Stage Precinct, expanded Super Bowl celebrations, AFL-inspired activations and the launch of The Whispering Garden, a premium lifestyle precinct hosted by Whispering Angel during Blue Diamond Day.
AFL identities, influencers and ambassador talent played a key role in supporting major racedays through appearances, social content and media engagement, driving visibility across sport, lifestyle and entertainment media. This was underpinned by considered talent integration across traditional and social channels, including AFL great and media personality Nick Riewoldt, North Melbourne’s Toby and Chloe Pink, content creator Demi Brereton, and media management for Collingwood’s Jack Crisp.
Through a proactive press office, talent-led storytelling and strong event-day media management, the campaign delivered 583 media clippings, reaching 9.1 million people and generating $2.3 million in editorial PR value, alongside strong influencer engagement across the Carnival period.
A thank you to our media partners for helping bring this campaign to life and share the story behind the experience.
