Victoria Racing Club launches Playground of Racing Royalty campaign via Grey Melbourne

royal-portraits-2015-640x419 (1).jpgThe first day of Spring saw the launch of The Playground of Racing Royalty campaign via Grey Melbourne, at Melbourne's Southern Cross station as Flemington came to the city in a flurry of racing, fashion and glamour.

The campaign has been building on social media for the last six months with more than 100 pieces of content introducing the stories, the history, the people and of course the sporting excellence and grandeur that makes Flemington unique.

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VRC (launch master)- best ads CARNIVAL1.jpgEmirates 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 VRC - best ads DERBY2.jpgserving 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 VRC - best ads MFOTF.jpgFlemington's traditions, history and other-worldly appeal, while highlighting that it belongs to everyone."

This stunning portrait of Flemington's greatest assets--human, equine and physical--forms the campaign's hero image, supported by digital activations, experiential, an emotive television campaign and broadcast sponsorships showcasing the beauty and exhilaration of thoroughbred racing. It is about the journey towards the Carnival, the joy of being a racegoer, VRC member, horse owner or Fashions on the Field contestant alike. This campaign puts Flemington and its thousands of subjects in the spotlight.

Says Claudia McInerney, general manager, Grey Melbourne: "The Melbourne Cup VRC - best ads SOFITEL (1).jpgCarnival is the pinnacle of racing. This campaign has been a fantastic collaboration between our racing royalty, photographers, media partners, production teams, the VRC and our agency; the anticipation has been building all year, and now Carnival is upon us."
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19 Comments

Racegoer said:

Actually not too bad. Could have been tighter but it's well shot, has idea and builds hype in a nicely parochial way. Prefer it to other recent racing campaigns.

ahhh said:

nice to see an ad agency pulling off good design for a change

Don't mind said:

That there's some pretty work.

breeder said:

I've seen a fair few of these posters around and gotta say they look bloody good in real life. Serious bit of craft.

DEECE said:

Super decent aye.

nice said:

Simple idea. Executed brilliantly.

pseudonym said:

Will do the job and it's beautiful. Not much more you can ask for.

Bigpom said:

Love your work Ren.

RaceFan said:

Looks lush. Makes me wanna dress up.

AT said:

Great to see this year shift toward something more aspirational. Works well as a set and nice photography. Look forward to seeing this rolling out.

Jason Y said:

Striking design and art work. I appreciate the premium nature of this ... and it's everywhere I turn. But all this for a horse race. Really?

Racers Anonymous said:

I dislike horse racing in general and believe the reality of the events are less than premium (i.e. spew in a fascinator and animal abuse). However, I can't fault this, it's beautiful and actually made me a little excited.

Rohan said:

I was there when the team sold in this work and am pleased to say that it has only gotten better. I'm sure the VRC are stoked with how it has all turned out. Well done, you should be super proud.

#milkparty

Leef said:

Nice work, Grey. Art & Copy are top-notch.

Dr Mantis Tobogan said:

Simple, beautiful, elegant, etc.
Well done. Like. 10/10, would do again.
Better than Netflix and Chill.
Now to find my suit...

yaha said:

TLDR. Who's the photographer?

Jeremy said:

Not sure these ads will appeal to everyone, but in terms of a beautiful, aspirational campaign that is true to the sport and the carnival, this work is pretty amazing.

oohlala said:

Flemington racing is doing a pretty good job this year. It's been hard to get around without seeing these ads and they make a better looking collection than the rest. If their only aim is to remind me the racing are coming and make me want to go...then these do that well enough. Klassy,

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