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.
More Case Studies
NSW GOVT FLOOD RISK CAMPAIGN – CHECK YOUR FLOOD RISK.
THE BRIEF There are certain parts of Sydney that are under grave risk of being [...]
FROM FARM TO BOWL.
FARMERS MARKET BRIEF Farmers Market had a clear vision. It wanted to lead the premium [...]
AUSTRALIA, LET’S GET CRACKING WITH AUSTRALIAN EGGS
Australian Eggs wanted to inspire consumers to eat more eggs with a creative campaign that [...]
DARWIN ABORIGINAL ART FAIR
Positioning Darwin Aboriginal Art Fair as Asia Pacific’s best Indigenous art event. THE BRIEF For [...]
Creating a movement to deepen kikki.K’s relationship with fans. THE BRIEF kikki.K knew it needed [...]
PENTRIDGE PRISON: SHAYHER GROUP
THE BRIEF In 2015, Shayher Group was experiencing the impact of a community who were [...]
MELBOURNE SQUARE: OSK PROPERTY
Driving leads through consistent storytelling and content for mega project Melbourne Square. THE BRIEF With [...]
COLLINS ARCH: CBUS PROPERTY
Combining the power of PR with the targeting of paid media to drive leads to [...]
AUSTRALIA 108: WORLD CLASS GLOBAL
Launching the southern hemisphere’s highest residences with an integrated PR and social campaign. THE BRIEF [...]
SUBSCRIBE TO E-NEWS
Don't worry, our emails will be fairly infrequent and include only interesting stuff, we promise.