At the 2020 Melbourne Cup we will see hats and fascinators mixed with matching masks but not at Flemington.
In its 160-year history, Australia's most famous thoroughbred horse race has not been impacted to this extent since the World Wars when the Cup moved to Saturday.
At the time of writing Melbourne Covid lockdown restrictions mean Flemington Racecourse is closed to the public. We will watch the world-famous race on a screen broadcast on Network 10 and via the Victoria Racing Club (VRC) Cup Week website.
It is another harsh blow to the economy of Melbourne. The Spring Carnival usually contributes around $444 million towards the state’s economy as people fly into Melbourne from around Australia and the world to participate in the celebrations.
Pandemic restrictions may stop the nation, yet we are finding new Covid-safe ways to celebrate our world famous race.
Drinks sponsors of Race Week, G. H. Mumm and Seppelt Wines are among those businesses coming up with creative solutions to this ‘once in a century’ situation.
A spokesperson for Seppelt Wines, naming right sponsors of Seppelt Wines Stakes Day, said the fluidity of the time meant it was challenging to activate effective marketing around the sponsorship: "It's fluid. Things are changing all the time. We are trying to make (the sponsorship opportunity) as great as we can and provide support to the trade where we can.”
Seppelt will be offering Victorian consumers the opportunity to purchase limited-edition Seppelt Sangria Picnic Hampers via the Victoria Racing Club website and select VRC caterers in the lead up to Seppelt Wines Stakes Day. The hampers include a selection of Seppelt’s signature wines and aim to create a memorable at-home Spring Racing experience.
This year punters will experience the colour and movement of Cup Week via social media, particularly Instagram. Through these channels, Seppelt will gain Spring Carnival traction via its Wine Ambassador, Rebecca Harding, who will offer tips on food and wine pairing virtually and via social media in the lead up to Seppelt Wines Stakes Day.
G.H. Mumm is also making the most of its sponsorship this year through dialling up its on-premise events in key cities across Australia and New Zealand, hosting the first virtual champagne tasting at the Sydney Opera House, and at-home celebration packs in conjunction with Victoria Racing Club.
The Champagne sponsor will officially launch Champagne season along with Spring Race Week via the Mumm Collective, a group of innovators across fashion, music and design. They will pop a Mathusalem (6 litre) bottle of Mumm Grand Cordon by striking it with a sabre to create a celebratory shower under the Sydney Harbour Bridge on Wednesday, 28 October.
On Melbourne Cup Day, G.H. Mumm will celebrate Spring Racing and Champagne season with a glass of Mumm, as part of a virtual event streamed live from the Sydney Opera House. It will commence with a virtual celebratory cork pop from 1.30pm on Tuesday, 3 November. Guests will be treated to an interactive Champagne master class led by Mumm's National Brand Ambassador, Emmanuel de Madre and Prestige Manager, Chris Sheehy, in collaboration with online experience company Drinks with Dave.
The day will also see G.H. Mumm host a VIP and celebrity guest event at Pier One Sydney Harbour with Mumm Grand Cordon and Mumm Grand Cordon Rosé accompanied by culinary treats designed by Thom Gorringe.
“This year’s Spring Racing and Melbourne Cup Carnival will be unlike any other, and we are approaching celebrations differently from previous years, but we are still inviting everyone to join us, raise a glass and celebrate, wherever you are,” said Eric Thomson, Global Marketing Director, Pernod Ricard.
Meanwhile, the VRC has announced it has pulled together a line-up of some of Australia’s biggest stars in music to perform during the week including James Reyne, Delta Goodrem and Pete Murray.
"While a racing event at its core, over its 160-year history the Melbourne Cup Carnival has become renowned for bringing people together and exceptional entertainment. At a time when our tourism and music industries are crippled, the VRC also want to continue to use our global platform and the reach of Cup Week to showcase our incredible home-grown talent and some of the beautiful Australian destinations we all hope to get back to one day soon," said VRC Chief Executive Officer Neil Wilson.
All this coupled with Myer’s Fashions on the Front Lawn, it will certainly be a Spring Carnival year to remember.
The 2020 Melbourne Cup Carnival begins with AAMI Victoria Derby Day on Saturday, 31 October followed by Lexus Melbourne Cup Day on Tuesday, 3 November, Kennedy Oaks Day on Thursday, 5 November and Seppelt Wines Stakes Day on Saturday, 7 November.
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