Schweppes Racing Sponsorships


Schweppes have been involved with racing for 35 years, their metro and regional sponsorships extend to major clubs and race meets across the country including Sydney Cup, Caulfield Cup, Darwin Cup and Flemington Spring Racing Carnival.

Flemington is a major focus and each year Schweppes seeks to build on their involvement to drive business objectives. The spring racing carnival programme includes race sponsorship, trackside presence and activation, customer hospitality and incentive programme, consumer brand activation.


Brief

Brief

To amplify brand creative and messages, and be a stand-out racing sponsor with the greatest offering for GA patrons. To support peripheral race season events which target 20-30 year old consumers and drive pourage.

Strategy

Strategy

Embed Schweppes in Flemington racing culture by changing the landscape for the target audience experience. Broaden channel exposure through greater use of digital mediums.

The Execution

The Execution

We innovated the GA experiential offering through the development of a new sophisticated cocktail bar for young race goers – designing and building new permanent ‘Flemington Fling Bar’, supported by race day cocktail promotions. Alongside this, we worked on PR-driven digital activation and promotions.

Results

Results

The Fling Bar attracted massive attention and appeal for the first year of a new on-track facility, with digital and PR outcomes achieved. Over 4,000 cocktails were sold at the Flemington Fling bar during the 2012 Spring Racing Carnival, and based on this success a platform was set for long term program growth.