NEWS

Emirates

01 . 11 . 2010

Emirates

150th anniversary of the Emirates Melbourne Cup.

Challenge

The Melbourne Cup is renowned as ‘The Race That Stops A Nation’TM and in 2010 we were presented with an opportunity to raise Emirates profile even higher through their sponsorship of the world class sporting event as it celebrated its 150th anniversary.

Idea

We have delivered comprehensive public relations campaigns to support Emirates sponsorship of the Melbourne Cup Carnival for seven years running and in 2010 we celebrated a milestone event.

The sponsorship of the 150th anniversary not only highlighted Emirates support of international sporting events, it provided a unique opportunity to promote the luxury airline’s newest destination – Madrid.

We delivered a first class hospitality experience for VIP guests to enjoy and ensured all elements of the marquee provided strong media opportunities to secure the best possible PR outcomes.

Special guests such as Enrique Iglesias were on brand and newsworthy at the time and the partnership we secured with celebrity chef  Miguel Maestre ensured we were able to reach broader range of media outlets with new and meaningful opportunities.

The 150th anniversary also provided Emirates, the Principal Partner of the Melbourne Cup Carnival, with a rare opportunity to champion their sponsorship and maximise opportunities like never before with the A380 Fly Over just ahead of ‘The Race That Stops A Nation’TM.

Results

The PR campaign generated $25,743,968 million worth of coverage, the most impressive results generated throughout our seven year partnership with the world class luxury airline.

Majority of this coverage was quality broadcast footage and special guests such as Enrique Iglesias were responsible for a substantial share of these results generating over $7,000,000 worth of editorial coverage alone.

Testimonials

“Thank- you for your hospitality on Stakes Day. Had a great day.“

Megan Miller – Features Writer, Herald Sun

“Thank you once again for the kind hospitality at the wonderful Emirates Marquee on Derby Day. The atmosphere was elegantly festive as always in spite of the hideous weather on the day. Our very best wishes”

Martin Walsh – Managing Director, Chadwick Management

“Thank you for your hospitality over the past couple of weeks. I very much appreciate it.”

Leo Schlink – Managing Editor, Racing Services, Herald Sun

“Lovely to meet you on Saturday and thank you again for letting us in (and out of the rain!) and looking after us – we had a lovely time in the Emirates Marquee. We had quite a few interviews and shots inside the marquee that made it to air! Thanks again for all your help co-ordinating with us.”

Karishma Sarkari – Segment Producer, The Morning Show, Channel 7

“Just a quick thank you for a lovely lunch on Tuesday! It was so nice to skip out in the middle of the day to enjoy the great food and company. The menu and the entertainment are fantastic! I think Spain will be a hit this year! All the best for the Carnival.”

Sandy Paterson – Executive Producer, 7pm Project, Network Ten

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