Melbourne Cup’s Most Prestigious Marquee

During the Melbourne Cup Carnival there are a multitude of brands seeking to build brand luxury credentials with race goers. As a ‘true custodian of luxury’ the Kennedy Luxury Group brand experience needed to generate cut through and exude genuine luxury.

Bastion EBA created an experience to remember for VIP guests and existing Kennedy customers alike. A Swiss designed and built marquee featuring equine architectural elements exuded luxury, supported by a mood and atmosphere based on a curated entertainment schedule with more than 20 entertainers. 

From the moment that guests were invited with hand written caligraphed invitaions to when they were personally transported from the Birdcage, every touch was considered for a day of entertainment and indulgence.

Architectural elements of a stable, a horseshoe-shaped lounge, suspension lamps and artwork by a globally renowned equestrian portraiture Giana Terranova were beautifully displayed throughout the Pavilion ensuring the equine theme flows eloquently throughout. Elements such as natural oak, brown leather and burnished brass come together to create a harmoniously warm atmosphere authentic to a racing club. 

Mood and atmosphere were also expertly considered, with a hero metal curtain used as a space divider to emphasise a dramatic ambience with a mosaic effect. And special entertainment and performances keep guests enthralled in between races, with ballerinas, soulful jazz tunes, a grand piano performance and swan acrobatics all featured


  • 800 VIP guests invited across 4 days 
  • 400 existing customers entertained 
  • PR hits of 137 totalling a reach of over 41 million

The importance of brand experience:

From a luxury brand perspective, a major investment in experiential marketing is a long-term play that builds brand loyalty with the ultimate goal of unlocking repeat business and influential product endorsement.

It is critical that luxury brands offer VIP customers quality, tangible experiences that not only differentiate their product but deeply engage the target audience in their brand values. Immersive brand experiences engage customers directly by inviting them to participate in-person rather than putting them in the role of a passive observer.

The Freeman Global Brand Experience study discovered 93% of consumers claim live events have a larger influence on them than TV ads.

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