Melbourne Cup Carnival: Social Media Advertising Campaign

RUNNING HEAD: SPORTS/MEDIA ADVERTISING 1

Melbourne Cup carnival 2
Contents
Creative Brief.............................................................................................................................3
Background............................................................................................................................3
Target audience and objectives..................................................................................................3
Tone of voice.........................................................................................................................5
Unique selling point...............................................................................................................5
Key Benefits...........................................................................................................................6
Audience takeaway................................................................................................................6
Merchandise possibilities.......................................................................................................7
Budget....................................................................................................................................7
Schedule.................................................................................................................................7
Campaign...................................................................................................................................7
Executive summary................................................................................................................7
Introduction................................................................................................................................8
Video Advertisement.................................................................................................................9
Facebook..................................................................................................................................10
Twitter......................................................................................................................................10
Youtube....................................................................................................................................11
Conclusion...............................................................................................................................12
References................................................................................................................................14

Melbourne Cup carnival 3
Creative Brief
Background
Melbourne Cup Carnival is Australia’s famous horse race festival. The festival attracts
people round the globe to experience the flash, finery and fanfare for a stake of $ 6.2 million
prize money. The sports festival is known as an eventful of spotlight, glamour and
entertainment. This glamorous festival has a long impact on Australia because people around
the world travel to Melbourne. This is known as one of the most prestigious annual
Thoroughbred Horse race. The 3200 meter race for three years old and more is carried out by
the Victoria Racing Club on the Flemington Racecourse in Melbourne, Victoria. The festival is
the richest 2 mile handicap in the world and considered as one of the richest turf. Every year the
event starts at 3 pm on the first Tuesday of November and known as the Race that stops a nation.
It is a long traditional horse race started in 1861(Melbourne Cup Carnival, 2018).
In 2018, the Melbourne Cup Carnival will start from 6 of November. The event is hosted
with full zeal and people across the globe visit in order to enjoy the famous festival. The race is
organized by the Victoria Racing Club. This year the AAMI Victoria Derby Day is on Saturday
3rd November 2018. The following Tuesday 6th November 2018 is Melbourne Cup Day, which
will take place in front of 100,000 racing fans at Flemington.
Target audience and objectives

Melbourne Cup carnival 4
The campaign is designed to target three audiences and focus on gaining adequate results by
looking onto different section. A gigantic 310,608 racing fans came for the n2017 Melbourne
Cup carnival, with Cup day alone drawing 90,536 people.
2017 Victoria Derby day crowd: 87,526
2017 Melbourne Cup day crowd: 90,536
2017 VRC Oaks day crowd: 63,673
2017 Emirates Stakes day crowd: 68,873
The first audience is the supporter, those who actively participates in betting who are actively
following the game from a long time. The purpose of this segment is to generate awareness
among the people about the dates and the itinerary. This will somehow help in delivering the
effective results and announcing greater number of audience. It is important from the point of
view of inviting people across the globe. The festival occurs in front of 1, 00,000 racing fan. In
this way, it is possible to seek attention from the people and upgrade the function in order to
derive the effective results. This is important enough for gaining effective roles and
responsibility. The changes will possibly allow in focusing on people around in order to manage
the popularity (Shank & Lyberger, 2014).
The second set of audience is the followers who are following this festival religiously across
the boundaries. They are following the carnival while sitting in the different country. This
segment is known for creating excitement and is held responsible for managing the interest. It is
important enough to focus on this segment in order to attain favourable results and organizing
the best possible role and responsibility. This is further important to attain accuracy in
maintaining the balance and attaining high level of effectiveness (Shilbury, Quick & Westerbeek,
2003).