Ladbrokes Cox Plate Carnival unveils brand new ‘legendary’ campaign via Magnum Opus Partners

The Valley and Magnum Opus Partners have launched the 2018 Cox Plate Carnival again focusing closely on what the Spring Carnival is really all about – racing!

The Cox Plate Carnival at The Valley is very different from the other Spring Racing headline events – the Cox Plate itself is widely believed to be the best WFA race in the world, and it holds a unique position in the Australian racing calendar.

And in recent years, of course, it has been a huge news item through the efforts of the remarkable Winx, who has now won the race a record-setting three times, and this year is returning to try and secure an historic and unprecedented fourth W.S. Cox Plate win.

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Again leading with their well-established campaign line – ‘Legendary’ – the new ad campaign truly sums up what this Carnival is all about. The Carnival is actually two amazing race days back-to-back, which is also unique, kicking off with the marquee Ladbrokes Manikato Stakes on the Friday night under lights, and then culminating on Saturday with the race where legends are made – the Ladbrokes Cox Plate.

This offers 24 hours of non-stop entertainment which holds a unique place in Melburnians’ hearts. Last year both days of the carnival enjoyed record attendances, and this year The Valley is hoping for even more excited fans to attend.

Creative and Strategy was developed by Magnum Opus Partners, and TV production is by Hase Productions, and the campaign was deliberately created to make the viewer feel the energy and excitement that customers will experience over the two day event. The TV spot is a high energy production that takes you on the rollercoaster ride of everything you can expect. Besides Winx potentially re-writing racing history with a feat that is unlikely ever to be repeated, Manikato Stakes Night on the Friday night is also a truly unique experience during the Spring Racing Carnival – the only one of it’s kind during this popular period in Melbourne.

Says Pat Langton, creative director, MOP: “Being part of a history-making moment like this is genuinely thrilling and rewarding. Our strategy for this year was determined very early – “Legendary” is a genuine campaign and we don’t want to keep chopping and changing it every year, just for the sake of it, and especially when it is so right for what’s actually going on right now – and we think that this conscious campaign discipline shows in the work. In general, too, we’re at a tipping point for night racing, which is rapidly becoming locked in as a “must attend” part of Melbourne’s Friday nights, and the huge buzz created around Manikato Stakes night this year will hopefully spill over for the rest of the racing season.”

Says Daniela Cole, marketing manager at The Valley: “We’ve worked very hard to create a two-day carnival that is unique to Melbourne. We need a point of difference in a crowded market and this campaign achieves just that. We’re expecting record crowds across both events and with Winx coming back it will undoubtedly be a W.S. Cox Plate to remember!”

Says Troy Ratcliffe, brand manager, The Valley: “This year we’re set to make history again and we’ve been working closely with MOP to re ect that in the creative. It’s going to be an epic 24 hours of racing.”

The integrated “Legendary” campaign consists of TV, outdoor, radio, social, and online advertising, with sub-campaigns to address all the smaller events happening across the week leading up to the famous race days.

Client: The Valley

Sound Design: Paul McCosh, Viva Sound