Luxury brand experience comes life at the Melbourne Cup Carnival

Media Release – 15 November 2019

Kennedy partners with Bastion Collective to deliver jaw-dropping VIP pavilion

This year’s Melbourne Cup Carnival was leveraged by luxury timepieces and jewellery retail destination Kennedy to provide clientele an unrivalled – and immersive – VIP experience.

The Kennedy Oaks Day naming rights partner celebrated its third year in the exclusive Birdcage and went all-out in 2019, engaging Bastion Collective’s specialist sponsorship and experiential marketing agency, Bastion EBA, to bring its Kennedy Pavilion to life.

The Kennedy Pavilion offered its guests a prestigious front-row view of the racing action and was an homage to the refined beauty of the equine world.

Hosting more than 200 people on each of the main race days throughout the Carnival, the Pavilion was a key consumer touchpoint for the Kennedy brand.

Bastion EBA CEO Matt McCann said it was 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.

He said a recent Freeman Global Brand Experience study had shown that 93% of customers claim live events have a larger influence on them than TV ads.

“Immersive brand experiences like the Kennedy Pavilion engage customers directly by inviting them to participate in-person rather than putting them in the role of passive observer, like traditional advertising,” said McCann.

“They offer brands an opportunity to bring their ethos to life, helping customers fall in love with their culture, not just their products, while also tapping into consumers’ increased desire to create memories, thanks in part to social media.”

“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.”

Creating a memorable experience was central to the creative brief from Kennedy, said McCann, and woven into every stage of the project from planning right through to the finishing touches. Delivered in partnership with Italian designers La Cellula and Swiss exhibition specialists Expomobilia the end result is a stunning pavilion that brings Kennedy’s brand to life in an authentic, harmonious manner.

Kennedy Executive Chairman, James Kennedy, said the attention to design detail and enchanting atmosphere that have been delivered were reflective of Kennedy’s hard-earned reputation for quality.

“We are extremely excited to be able to offer our guests a unique experience at this year’s Melbourne Cup Carnival,” said Kennedy.

“The Kennedy Pavilion reflects the brand’s reputation for quality and attention to detail – all while providing a front-row view of the world’s greatest horse racing.”

The Kennedy Pavilion draws inspiration from the glamour and heritage of horse racing, incorporating symbolic interior design elements and artwork by globally renowned equestrian portraiture photographer, Giana Terranova.

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