As 2024 draws to a close, the team could not be prouder reflecting on another successful year with Penfolds. We were delighted to work closely with the talented Penfolds team managing the publicity campaign for Penfolds Victoria Derby Day and supporting the brand’s sponsorship of the Melbourne Cup Carnival.
Marking 180 years of winemaking, Penfolds drew inspiration from the limited release ‘Holiday Collection’ by Creative Partner, NIGO, for this year’s marquee design. Featuring a bold, two-toned square Holiday motif symbolising eternity and prosperity, the marquee housed the longest bar in the Birdcage at Flemington, spanning 14 meters. Complete with a ‘Tasting Cube’ exclusively pouring Penfolds Grange 2020, a ‘Venture Beyond Silk Twill’ designed by Australian artist, Rikki Day, offered as a keepsake to each guest, and stellar entertainment from Mike Snell Entertainment, it was an experience like no other!
The KateCo. PR team worked with Penfolds to deliver a comprehensive communications strategy, amplifying key brand messaging and talent integration across traditional and social media. Engaging internationally recognised supermodel, Georgia Fowler as it’s hero face, alongside Melbourne Football Club’s Christian Petracca and media personality, Lucia Hawley, the team also worked to develop a strategic guestlist across the brand’s key racedays, as well as it’s Styling Suite – an exclusive hair and makeup offering, led by celebrity makeup artist, Michael Brown.
The success of the campaign would not be possible without the ongoing support of our media friends, who allowed us to share the interesting stories behind the brand.
A big thank you to the incredible cohort of creative people who brought the Marquee vision to life – Gloss Creative Pty Ltd and The Big Group - and of course, the team at Penfolds (Jess Touch (nee Minear), Kaitlin Ness, Aisling McGrath).