Melbourne Cup Carnival: Multiplatform audience and coverage analysis; Sponsors on integration, experiential marketing strategies; 2021 outlook
"We are extremely pleased with the quality of integration 10 delivered across the Melbourne Cup Carnival. 10 ensured the LANDMARK by Lexus hospitality was showcased both in broadcast and across the Ten digital network, reinforcing Lexus’ luxury brand credentials to the nation.”
You need to know this:
- Lexus Melbourne Cup achieved national reach of 2.9 million
- Lexus Melbourne Cup Race averaged 2.02 million
- 10 Play and 10 Daily drew circa 620,000 on Cup Day, 800,000 across the Carnival
- 276,000 people attended Carnival Week
- For the first time, broadcast studio located in the exclusive Birdcage and three other on-ground locations, including, for the first time, the Harvey Norman sponsored Jockey’s Lounge.
- The Project, Studio 10, Sports Tonight, 10 News First broadcast from Flemington all week, delivering cross-platform network promotion and sponsor integration. Builds halo effect into 2021 programming slate and Melbourne Cup Carnival
- Streaming and catch-up service 10 Play, 10 Daily and the 10 Speaks podcast network on the ground delivering multiplatform coverage
- CBS Sports Network broadcast the Lexus Melbourne Cup live and in primetime in the US for the first time
Network 10 has just finished its first year as the media partner of The Melbourne Cup Carnival and the group’s executive team say the unprecedented multiplatform coverage and sponsor integration program has proven groundbreaking, setting the baseline for the next four years.
Partners for the 2019 Carnival included Lexus, ZYRTECR, Myer, Harvey Norman, TAB, Kennedy and G.H. Mumm. Prosser says sponsors “all buy into the freedom they are getting from our broadcast compared to previous years, enabling them to go deeper in terms of activations across Flemington and bespoke integration across all of our assets.”
“We’ve invested in the structure for the long-term – we’re creating spaces to enable brands to give customers those personalised experiences – something special and unique, absolutely in keeping with the event itself.”
What marketers said:
“With Network 10, we were able to deliver a number of market firsts, extending the Myer Fashions On The Field brand across more avenues and platforms than ever, and to more people than ever. The event was, for the first time, live streamed to a digital audience thanks to 10 Play and 10 Daily. Through an integrated partnership, we worked with Network 10 to creatively promote our brand across broadcast and digital. This included through Myer ambassador interviews, on-ground branding and, of course, the streaming of our marquee event across the Carnival.”
Geoff Ikin, Chief Customer Officer, MYER
"It was fantastic to work with Network 10 to expand our Melbourne Cup Carnival across broadcast. This year we saw the ‘Kennedy Clock’ and ‘Moments in Time’ segments, where we were able to engage with 10’s audience and bring them along for the journey from their homes.”
James Kennedy, Executive Chairman, Kennedy Luxury Group
“TAB and Sky Racing’s talent were integrated seamlessly into the coverage via race previews and betting market updates providing expert wagering insight and analysis across the four days of the Carnival, and through the Sports Tonight Melbourne Cup preview show.
Luke Waldren, Executive General Manager Marketing & Customer, Tabcorp
“In the first year of our agreement, we have transformed the multiplatform coverage of the Melbourne Cup Carnival, including for the first time a multi-layered digital hub. This is central to our plan to create a unique, long-term partnership with the Victorian Racing Club that will, among other things, attract a younger audience to the Melbourne Cup Carnival.”
10 sales chief, Rod Prosser, says the first year of its Melbourne Cup Carnival coverage was a strong indicator of what more is to come next year and beyond.
Over the course of 10’s five-year broadcast deal, brand partners will increasingly benefit from 10’s trackside studio investment, enabling them to create more experiences that bring them closer to their customers, says Prosser.
“The new studio gave us an extra dimension this year and next year we will create sponsor zones within the Birdcage enclosure, where for example Myer can offer customers a fascinator or a make-up touch up,” adds Prosser. “We’ve invested in the structure for the long-term and are creating spaces to enable brands to give customers those personalised experiences.”
Investing in a trackside studio within the Birdcage will pay off both for 10 and its partners, says Prosser.
“There has not been a studio there for a long time. Now, it provides brands with a custom-designed space to execute their interactions,” says Prosser. “We are committed to being the home of the big event. The investment in the Carnival demonstrates that commitment – and there is a lot more to come.”
“Advertisers have been really receptive. Our approach to the Carnival was all about delivering multi-platform opportunities that give advertisers access to all areas of the Carnival.”
As the event delivers a strong end to the sporting year for 10 and its advertisers – following the Supercars in Bathurst and the Rugby World Cup - Prosser believes it also provides a launch pad into 2020, with I’m a Celebrity season six kicking off on 5 January.
“It will certainly provide a halo effect,” he says. “Our brand partners and advertisers will benefit right through to next year’s Carnival and we’re already working on some surprises.”