Melbourne Racing Club ditches fizz and fashion to put the horse at the centre of new campaign
A new content campaign to promote the Caulfield Cup Carnival has set out to celebrate the horse rather than the betting or booze available at the event.
The Melbourne Racing Club enlisted UK-based agency Equine Productions to shoot the two-and-a-half minute film which centres on the preparation of the horses ahead of a race.
But in a sign that horses may struggle to remain the centre of attention for long, the club also announced that a deal has been struck with Nova Entertainment to create an extravaganza of food, drink and music at the Melbourne race course.
Want to “stir emotions in viewers”? Tell them how many fouls are butchered every year to to breed desired qualities of a winner. We finally got the truth about the dogs – now for the horses.
I’m reminded of the Hollowmen episode where they try to boost army recruitment.
Focus on mateship and honour and discipline and no-one signs up… Focus on fun and travel and free education and the wrong people sign up.
Same here.
The target audience of THIS ad is people passionate about horses and racing… but they’re few and far between and the reality is that horse racing wouldn’t survive without the annual carnival of booze-soaked dingbats throwing their money at an automated betting machine before throwing up in the car park…
They can’t really advertise the ‘fun, sun, and classy marquee’ angle without ignoring the fact that, you know, the actual reason it exists is some horses running around a track…
Between a rock and a hard place.
Wow same old haters throwing off at an industry that for a nearly everyone involved provides fun, adrenaline and a chance to win a few bucks. Would like to know what the usual Negative Nellies above do for fun. I assume its morally unimpeachable. I think its a nice piece. Shame tho that they had to get the Poms had to make it.
I wonder if the haters out there are boycotting all Melbourne Cup functions and office sweeps??…maybe? Or if they’re in Vic perhaps they can protest by going to work??…now that would be taking it way too far!