The Melbourne Racing Club wanted to change the “poor cousin” perception of the Caulfield Spring Racing Carnival (CSRC). The brief called for Style Counsel to conceive a differentiation strategy that set the Carnival apart from Victoria Racing Club’s dominant Melbourne Spring Racing Carnival. The Melbourne Racing Club required a strategy that would result in the Carnival being acknowledged as the official commencement of Spring Racing activity in Victoria. Included within this brief was a request to develop a media platform that would deliver to this whilst at the same time making the CSRC attractive to blue-chip sponsors.
Style Counsel developed a five-year strategy for MRC which included a series of initiatives designed to elevate the CSRC offer. Local ambassadors were recruited via a highly publicised Search for the Face of Caulfield; both consumer and industry campaigns were launched; Racing Mode magazine was conceived and launched in addition to the implementation of a very polished and targeted media campaign. The 6th and 7th years of Style Counsel’s activity on the Caulfield Cup Carnival saw the growth of the existing program to include racing integration and high profile musical performances.
Seven carnivals on, the CSRC has a wholly different personality and perception. Active and collaborative sponsors, such as David Jones, BMW, Pommery, Mimco and Chadstone The Fashion Capital; a high profile media presence and increased visitors at key Carnival events, the CSRC has upped the ante in the Spring Racing stakes and taken its rightful position as the official launch of Spring Racing activity in Australia. Media coverage from 2006 to 2013 combined is $53 million. The 2011 figure alone achieved in excess of $14 million.