_14. PLAYGROUND OF RACING ROYALTY - VRC

The first day of Spring 2015 saw the experiential launch of The Playground of Racing Royalty campaign via Grey Melbourne. The campaign’s supported by digital activations, an emotive television campaign, broadcast sponsorships and more than 100 pieces of content introducing the stories sharing the history, the people and of course the sporting excellence and grandeur that makes Flemington unique.

Emirates Melbourne Cup winners including Gai Waterhouse, Damien Oliver, Glen Boss and Michael Rodd feature in the campaign alongside fourth generation Cummings dynasty trainer, James, and numerous thoroughbreds with backdrops of Flemington’s iconic lawns, rose gardens, grandstands, mounting yard arch and clock tower. Flemington’s longest serving employee, Keeper of the Roses Terry Freeman, farrier Mark Cumming, veteran racecaller Greg Miles, former Myer Fashions on the Field ambassadors Rebecca Stoneman and Alison Saville, fashion designer Dom Bagnato and milliners, Richard Nylon and Kerrie Stanley, among many other racing royalty, also participated in filming and photo shoots over the last six months.

VRC acting EGM brand, marketing and international development, Lisa Patroni said the campaign captures the power of the rich narratives that already exist in the sport of kings. Says Patroni: “The new campaign is about welcoming people to Flemington; the treatment is a playful celebration of Flemington’s traditions, history and other-worldly appeal, while highlighting that it belongs to everyone.”