Just like in the past 11 years, GH Mumm, official partner of the Melbourne Cup champagne, will do everything possible, with a marquee of the Maison Mumm hotel specially built for VIPs, who will gather to attend a champagne shower burst out of a three-liter jeroboam bottle as they enjoy matching canapes next to the sparkling harbor
Yes, thanks to the COVID-19 pandemic, Pernod Ricard, the French parent of the brand, will protect its important marketing investment in Cup week by transferring its hospitality from an empty Flemington and echoing the Pier One hotel, in the shadow of the Sydney Harbor Bridge
People celebrate in different ways, â ???? at ???? explains Eric Thomson, Global Marketing Director of Pernod Ricard Winemakers
For Mumm the Halo of Cup Week was invaluable Before his sponsorship, Mumm had only 4% market share locally Now he has 23% and is number one
If Thomson laments the absence of the famous Birdcage from Flemington corporate hospitality, he doesn’t dwell on it
Getting together is much more important this year And it’s a great time to celebrate and champagne is the drink to celebrateâ ???? at ????
To be frank, Mumm is just as happy if you drink her champagne at home or in a restaurant, regardless of the state But he will surely miss the sales generated by consuming 275,000 glasses of champagne in Flemington during the week. of the Cup
Connoisseurs have already anointed The Commons, an indoor and outdoor venue that opened on Friday in St Kilda, as the place to be
Savvy Bruce Keebaugh, founder of the Big Group hospitality company, who is normally a flat cat this week in Flemington, created a birdcage atmosphere on the expansive garden, which is licensed for 1,500 people but does not can initially accommodate 50 guests in the garden and 10 in each of the two interior rooms for two-hour sessions
« It’s a place for Melbourne to be Melbourne again, » Keebaugh told The Age this week
For this year, despite the easing of lockdown restrictions last week, Melbourne cannot be Melbourne at Flemington, as it has for 160 years
Challenged to sum up preparations in one word, outgoing Victoria Racing Club GM Neil Wilson chooses ‘different’
Looking down the straight to Flemington, there’s no marquee in sight, â ???? at ???? he says But Wilson, who is expected to become VRC president later this year, begins to refer to missing marquees as assets, recalling that Cup week is also a multi-million dollar endeavor. And one that generated $ 447.6 million in gross economic benefits for the state in 2018 Last year, that benefit fell to $ 434.5 million, Wilson says, citing unpublished figures
In fact, the HRV was surprised that this figure was not lower as 2019 was marred by three days of heavy rain Wilson also raised an issue, uninvited, just five minutes after the start of our conversation: equine welfare Outrageous treatment of horses is a growing problem, this week billionaire retailer Gerry Harvey apologized after some of his former racehorses were sent to a factory in pet food to be slaughtered
A lot has been done and the HRV has spent a lot of money on equine welfare, he points out Spending a lot of money, even though he says they can’t control it But the refusal is real, contacted The Age reporter said she refused to work on any Cup activity
The coronavirus is difficult to quantify at this point But accommodation, retail and hospitality would make up a huge chunk of the $ 434.5 million, perhaps, according to Wilson, a third
He told the brands, « We have a past, we have a future, and we have a situation that neither of us created, so now how do we get out of this? this? at ???? at ????
Myer kept her commitment to fashion on the court, pivoting to Fashions in the Front Lawn, which suits her more family-friendly image (read low end) This year, her third as a rights sponsor of denomination, Lexus has closed its marquee to everyone except broadcasters and content creators
You can watch from home and, if you wish, order a Lexus cart specially designed by Neil Perry to enjoy it for $ 250
Brands will continue to deliver the racing experience in other ways « whether it’s digitally home or through boxed deliveries, » says Sarah Gale, managing director of public relations agency AMPR, who has clients like the Melbourne Racing Club, the Royal Melbourne Show, and has Paul Dainty and Eddie McGuire on its board
But she says the main sponsors have been â ???? at ???? emphatic â ???? at ???? not to withdraw their commitments and instead adopt a quieter approach
Lockdown restrictions at Flemington won’t affect Cup Week’s 750 million global reach of people, but in recent years there has been a feeling that the birdcage is not what it is she was, with Emirates leaving and Myer dismantling her marquee while continuing with Fashions in the Field
Gale says brands want a more measurable ROI and appeal to general consumers rather than elite corporate networks “Corporate hospitality is great for branding, but it is very difficult to measure the return on investmentâ ???? â ????
Wilson, pointing to Mumm, would no doubt disagree Sponsoring a single race on Derby Day starts from over $ 100,000 And a marquee and catering service can cost over a million dollars over four days
And while younger brands, like luxury jeweler Kennedy, have increased the size of their investments and their marquee, there is still a backlog of recognition in the public mind.
Emirates, which had the rights to name the Cup for 14 years but even though the airline left in 2017, it is still the Australian brand most associated with the cup (19%), according to pollster Roy Morgan in January Lexus is at 4%
The VRC puts its best heel forward, resolved that changing the date or location of the race would have been a huge difficulty for little return
â ???? at ???? The measure of success will be if we have exceeded expectations. at ???? Wilson says There are signs of a rebound Pernod Ricard notes that champagne sales, which fell at the start of the lockout, have now rebounded and are higher now than at this time of last year
Consumers are celebrating moments in everyday life more than in the past This is a great time to appreciate the ability to come together, which we can appreciate so much more this year, â € “ at ???? Thomson says
The lockdown came too late for crowds to come to Derby Day on Saturday, but it is well timed for other events, including the Australian Open in January But come this time next year and the VRC will benefit as well, having invested heavily and rapidly advancing its digital strategy
A lot of events almost needed a bit of a break to reinvigorate them and bring back that excitement, â ???? at ???? Windy Notes In this, having been denied a tradition, this time next year, the Melburnians will be happy to return to the Cup
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Stephen Brook is CBD Columnist for The Age He is a former Report Editor and Media Editor at The Australian, where he wrote the Media Diary column and hosted the Behind The Media podcast He spent six years in London working for The Guardian
Melbourne Cup Carnival, Horse Racing, Flemington, Victoria Derby
News from around the world – AU – No crowds, no birdcages, no fizz but it is always the race that fascinates
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