It’s Spring Carnival time. And that means the race that stops the nation. Emirates Melbourne Cup day.
I love the glitz and the glamour of racing especially at this time of year. The industry is a buzz. The money, the fashion, the colour, the horses, the celebrities, the blue chip sponsors, the parties and the rollercoaster of emotions.
What racing has is a great product that is unlike any other sporting event in Australia. It’s like a cross between a football match, a music concert and cocktail party. The opportunity for sponsors is extraordinary. Not only does the event have great brand attributes (which attracts the likes of Emirates and Myer) but the demographic is wide ranging and the event itself offers a number of touch points in an entertaining atmosphere.
Successful brands often talk about using the five sensors to appeal to consumers. The more the better. And racing touches all of them.
The sound of the betting ring, the horses roaring down the straight, the race caller.
The sight of the mounting yard, the colours, the fashion.
The assorted smells of perfume and cologne
The taste of a cold beer, or a sparking wine
The feeling of that winning tab ticket in your hand
Punters walk away (some stumble) from the races knowing they have just experienced an event like no other. And that’s why sponsors clamour aboard each year. They want to be part of that experience, an experience that is unique, an experience that you can’t get anywhere else.
