News Australia and the Victoria Racing Club (VRC) have announced an expanded data-led partnership for the 2025 Melbourne Cup Carnival, building on the success of last year’s campaign to convert awareness into attendance through precision audience targeting.
The collaboration leverages News’ Customer Match capabilities to reach high-intent audiences at scale, positioning the Melbourne Cup Carnival as an unmissable, multi-sensory experience that fuses sport, fashion and entertainment.
Tailored creative will speak to three audience segments, Big Eventers, Lifestyle Fashionistas, and Sports & Racing Fans, across digital and print channels.
VRC Chief Marketing Officer, Nikki Clarkson, said the partnership was designed to deepen engagement through personalised storytelling.
“Through this campaign with News Australia, we’re not just advertising the Melbourne Cup Carnival, we’re creating bespoke content journeys for different audiences,” she said.
“Whether you’re a racing purist, a fashion devotee, or someone who never misses a major event, this campaign ensures you see the Melbourne Cup Carnival through a lens that resonates with you.”
The content suite includes Guide to the Races features with expert racing insights, 2025 fashion trend pieces, sponsored storytelling, and high-impact video and native executions capturing the glamour and excitement of the Carnival.
Natalie Grabbe, General Manager, Advertising Sales Victoria at News Australia, said the partnership exemplified data-driven marketing at scale.
“We’re matching VRC’s first-party customer data with our own audience insights to deliver precision targeting,” she said. “Combined with our reach across metro, lifestyle and prestige publications, we’re converting awareness into action to drive attendance.”
The integrated campaign spans News Australia’s network, including the Herald Sun, Vogue Australia, The Australian, and news.com.au, supported by digital display, video, social amplification and premium editorial integrations across print and online.