Melbourne Racing Club releases its latest Spring Carnival campaign from The Royals

Melbourne Racing Club has launched its 2017 Spring Carnival campaign, showing how a day out at Caulfield isn’t the experience you’d typically expect from horse racing.

The Royals was appointed as Melbourne Racing Club’s creative agency of record back in May 2016.

The campaign launched with a colourful 30 second TVC aimed at replacing the old, stuffy clichés associated with horse racing.

Large format OOH, roving mobile posters and radio and digital placements will be rolled out across Melbourne as part of the campaign.

The Royals creative director Andy Jones said: “Racing at Caulfield is a very different experience, it’s exciting and unconventional. It’s also a lot of fun for the punters, so we just needed to take that energy and difference and show it to Melbourne.”

Peta Webster, chief commercial officer at Melbourne Racing Club said: “The next generation of race goers are going to be thoroughly entertained by what’s on offer at Caulfield this Spring. This campaign reflects their desire for more thoughtfully curated experiences that offer access to world-class food, fashion and entertainment, not to mention high quality racing.”


Client: Melbourne Racing Club
Chief Commercial Officer: Peta Webster
General Manager, Marketing and Communications: Sarah Stewart
Creative Director: Nic Lehman
Marketing Campaign Manager: Rhiannon McMahon

Agency: The Royals
Managing Partner: Andrew Siwka
Creative Partner: Nick Cummins
Creative Director: Andy Jones
Strategy Director: Matt Davies
Senior Creative & Art Director: Tommy Cehak
Senior Copy Writer: Gareth Sweet
Group Account Director: Clara Tang
Account Manager: Dominica Chodorowski
Integrated Producer: Rene Shalala
Production Company: In the Thicket
Director: Mathilde Nocquet
Sound: Nylon
Radio: Electric Dreams
Photographer: Natasha Foster


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