Social Media Sports Advertising Campaign: Melbourne Cup Carnival

This report outlines a comprehensive social media advertising campaign designed for the Melbourne Cup Carnival. It details the background of the event, target audience (supporters, followers, and casual fans), and campaign objectives, focusing on increasing awareness and excitement. The campaign employs a clear and direct tone, emphasizing the unique selling points of the carnival. Key benefits include increased tourism and business opportunities. The campaign utilizes video advertisements and targeted content on Facebook, Twitter, and YouTube to engage the audience. The budget for the campaign is AUD $180,000. The report concludes by highlighting the importance of the social media campaign in promoting the event and achieving its objectives, and it discusses merchandise possibilities to further promote the event.

RUNNING HEAD: SPORTS/MEDIA ADVERTISING 1

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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

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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

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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).

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The third set of audience is the fan and followers who are not actively following the game.
They are the one who are focused on gaining entertainment. In order to meet the interest of this
group, the purpose is to find out the deliberate activities and functions. These functions are
important from the point of view of gaining effective role and responsibilities. The purpose is to
attain the goals and focus oneself in a variety of functions. It is therefore important enough for
attaining deliberate results and helping in managing the role and responsibility. It is important
enough for arranging the functions and attaining the best possible results (Bee & Kahie, 2006).
Tone of voice
The tone used in the campaign is clear and direct focusing on audience directly. This will
allow in marking a strong impact in the mind of the audience. In this way it is possible for the
audience to connect directly to the object. For the purpose o f gaining effective roles, it is
necessary for managing the changes and allowing the best possible technique. The unclear
abbreviations are avoided in the advertising campaign. The entire campaign is made in order to
maintain a balance in understanding and availing the best possible options in order to manage
certainty. This is effective from the point of view of generating USP (Graham, Goldblatt,
Neirotti, & Graham, 2001).
Unique selling point
This is one of the most important part that allow in managing the brand and allowing in a
best possible way to create craze for the festival which in return will help in allocating the best
allocation of the festival around the globe. It is therefore helping in allocating the requisite
results in order to allocate best possible outcome. This process is therefore affiliating long term
effective role and responsibility that has a possibility to gain efficacy. In order to manage the

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changes it is possible to arrange the unique position that will help in organizing productive
results. This will somehow allow in managing the suitable results and organizing the brand
position around the world.
Key Benefits
There are several key benefits to the social media campaign:
The event will therefore attract people across the boundary which will surely help in getting
business in an easy way. In this way it is possible to arrange the business function by acquiring
the sense of generating opportunities (Witkemper, Lim & Waldburger, 2012).
The event wall increases the tourism in the city of Melbourne for the following time-period.
This will in return allow in managing the effective roles and responsibility. The sports event will
prove to be productive from the point of view of defining long-term result. The impact can be
seen easily by supporting the purpose in order to retain long-term goal (Chadwick, Chanavat &
Desbordes, 2015). It is necessary for maintaining the long term effects. It is important to
organize the benefit. This is important enough to manage the process in order to allow in
managing the event in an effective way. It is one of the most productive and effective way of
gaining lucrative benefit. It is necessary for managing the technology and allocating the best
possible results. It provides supporters with information pertaining to the event with a focus on
the audience needs (Shank & Lyberger, 2014).
Audience takeaway
To come and attend the event with better facilities that allow in gaining effective results.
This will however allow in matching up with the audience expectations. For this purpose it is

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important enough for maintaining an effective results and maintaining effectiveness. This is
however important enough for arranging effective results (Fetchko, Roy & Clow, 2016).
Merchandise possibilities
People visiting the place on a regular basis needed to be managing the changes in order to
promote the event. In this way, it is possible to promote the event across the boundary. The
purpose here is to manage the changes while developing different range of products that include
products that allow in matching up with the different expectations (Masterman, 2014).
Budget
The budget for the social media campaign n is AUD $180,000.
Schedule
The purpose of this campaign is to carry forward the campaign in order to attain attention of
audience. This is to attract people across the world and develop strong bond. This is important
enough for maintaining effective role and responsibility and enhancing the quality. It is evident
from the point of sharing information on social media platform in order to maintain a balance
(Cusack & Digance, 2009).
Campaign
Executive summary
In 2018.., the carnival will start from 6 November 2018 and includes a variety of events that
will certainly allow in developing competitiveness. The long event wills there be handled by
carrying out an effective communication practice. This will allow in managing the event in a pro-

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active way. The purpose here is to meet the target by matching up with the expectations. It is
important enough for understanding the process of long term specific role and responsibility.
This is eventually important for maintaining the popularity of the event across. It is necessary
from the point of view of promoting the event in order to guarantee effectiveness. This will
certainly allow in guaranteeing long-term effectiveness of the social media campaign. This is
important for an event in order to balance the planning process. For this purpose it is important to
maintain a balance an arranging the possibilities. It is possible to manage the possible results
that will allow in managing certain role in order to manage the changes. This is possible for
managing the changes in order to achieve effective policies and procedure. On completion of this
social media campaign it is possible to spread the information about the upcoming festival. It is
therefore important enough for guaranteeing effectiveness and developing concrete objectives.
This is evident from the point of view of guaranteeing growth and accuracy. This is informative
in order to arrange the determined functions and mentioning the best possible output in order to
achieve adequacy. There is a possibility where an individual might find interest in the particular
objective. This is certainly important from the point of gaining effective way in order to manage
the digital media strategy. This will surely allow in maintaining the process. It is important
from the point of view of developing a better and purposeful role. It is therefore important
enough for generating role and responsibilities. This is important from the point of view of
appraising the social media process. All together the social media campaign is important to
organize roles and responsibility. The campaign is present in managing the function by
validating the occupancy. It is further important in gaining strong existence of the campaign.
Introduction

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The promotion of this campaign will be based on highly visual advertising process. In order
to gain an effective function, it is necessary to arrange the campaign not only in Australia but
also across the boundaries. The campaign will be carried through Facebook, Twitter and
YouTube. Ineffective and comprehensive plan will help in managing the event that will allow in
executing the event in a well define way. The social media campaign will allow in defining the
consistent objectives in order to define functions (White, 2011). The purpose here is to manage
the adequate capacity in managing the campaign. It is therefore possible for obtaining the results
and making it one of the famous in the world. This will certainly allow in managing the changes
and developing interest of people interested in the event. It is certainly necessary for
ascertaining the functions and managing the changes in order to align the strategic growth of the
event.
Video Advertisement
The video advertisement on national channel will help in promoting the brand name. It will
increase the curiosity about the festival. In the age of social media transformation, it is evident to
look into the process by conquering an illustrative social media plan. This is important enough
for securing growth and aligning the best possible outcome in order to manage growth. It is
possible for defining the sustainable changes and responsible in increasing the viewership. This
will help in arranging the functions and gaining growth. It is purposeful from the point of view of
generating the possible growth. It is necessary from the point of gaining adequate results and
measuring systematized growth in order to empower the social media campaign. This is
necessary for managing the effectiveness and most likely to help in arranging the functions in
order to gain sustainable functions. It is therefore important enough for gathering the best
possible manner

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Facebook
The media platform used during the process of campaign is Facebook. This is one of the
widest used platforms with millions of users adding up every year. With this social media tool it
is possible to attract more people and to add new one. In this way it is possible for every
individual to validate the growth and development. It is necessary from the point of generating
suitable growth and gaining opportunity in order to attain productive functions. It is crucial from
the point of view of generating better objectives that has a capacity to multiply the growth of the
product.
Twitter
The second tool used here is Twitter. This will certainly help in creating productive
information about the product. Hence it is necessary for maintaining the growth process. The
continuous campaign session will allow in managing the promotional campaign. It is therefore
evident from the point of view of gaining adequacy on a long run. The purpose here is to manage
the consistent growth and aligning the complete process in order to attain distinguished results.
For this reason, it is important enough for managing the complete process in order to retain

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effectiveness. It is therefore important for acquiring the purpose and understanding the requisite
functions (Lagos, Wrathall & Alebaki, 2014).
Youtube
In addition to this, the Youtube channel will be used to provide with the effective
promotional campaign. In this way it is possible to arrange distinguished functions and applying
best possible results in the promotional campaign. The purpose here is to showcase the video of
the past events. This will generate the curiosity in people in order to define functions. This is
further important from the point of enabling growth and productivity. This will certainly help in
manifesting the effectiveness in order to ensure results. The different channel that is used in
promotional activities is important enough to arrange distinguished results. The purpose here is
to focus on the regular growth and increasing the viewership in the next event (Rolfe, 2009). It is
important for focusing on the different functions and capabilities that will surely allow in
managing the functions. It is important from the point of determining the capabilities and

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understanding g the process of attaining growth. This is important enough for acquiring
consistent results and managing the adequacy in order to arrange the promotional campaign. It
is important enough from the point of gaining adequate results and generating different possible
results (Feltz, 2007).
Conclusion
To conclude, the purpose here is to manage the challenges and coming up with an effective
social media plan in order to achieve effective results. The social media plan is therefore
important enough to guarantee growth and development and propagating the positive side of the
event. It is therefore important to manage the challenges in order to persuade the audience. In
this way, it is possible for them to manage the variety of changes in order to increase the
popularity of the event. This is important enough for gearing up the challenges camping up in
the years. It is furthermore essential to manage the popularity through exhibiting the process.
The post is thereby responsible for making awareness among the people around. For the reason