Are you in?: Victorian Racing Club
The Melbourne Cup Carnival is four breathtaking days of horse racing during which over 350,000 people will pass through the Flemington Racecourse gates. With more entertainment opportunities than ever before the Victorian Racing Club's (VRC) General Admission audience has more choice than ever before and a growing sentiment that the races are either ‘not for them’ or ‘just a little too hard’.
Getting the audience to reappraise the Melbourne Cup Carnival as an event for them was critical to the campaigns success. We decided to hold a mirror up to their world and not the world of racing royalty which they perceive as not for them and actively reject.
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