News Australia and VRC expand racing partnership

News Australia and the Victoria Racing Club (VRC) have expanded their media collaboration beyond the four-day Melbourne Cup Carnival, targeting younger, lifestyle-focused audiences to boost race-day attendance and club membership.

The campaign runs across the Herald Sun, news.com.au and Vogue Australia, extending to events including Flemington’s New Year’s Eve Race Day and Super Saturday during the Autumn Racing Carnival.

The broader program combines racing coverage, fashion content and trackside activations, giving the VRC more opportunities to turn interest in individual events into repeat attendance and membership.

Beyond Cup week

VRC Chief Marketing Officer Nikki Clarkson said the partnership would help the club maintain its connection with racegoers across the calendar.

“Our partnership with News Australia allows us to engage racegoers well before they step through the gates and keep them connected long after the final race. Extending our reach across key feature race days ensures we continue to attract new audiences, elevate the trackside experience and convert event-day passion into lasting VRC membership and race day attendance.”

The rollout includes digital countdowns, front-page print promotions, podcast sponsorships and a reimagined Form Guide designed for both casual racegoers and experienced punters.

News Australia Victorian Managing Director John Lehmann said the campaign brings together the publishers’ different audiences.

“We have built a media campaign that maintains momentum for Flemington throughout the year. By combining the reach of the Herald Sun and news.com.au with the prestige of Vogue Australia, we are connecting with both traditional racing fans and broader lifestyle audiences at every stage of the spring-autumn racing season.”

Fashion content extends the reach

Fashion and race-day culture remain central to the Melbourne Cup Carnival, including the Emerging Designer Award co-presented by Vogue Australia.

Three Vogue Australia editors will judge the award, and the winner will be announced on the Fashions on the Field stage at Howden Victoria Derby Day.

Vogue Australia will also run a bespoke, branded ‘Get Ready With Me’ video style guide across its social channels.

At Flemington, the Herald Sun and VRC will host a dedicated photo studio across Howden Victoria Derby Day, Lexus Melbourne Cup Day, Crown Oaks Day and TAB Champions Stakes Day.

Racegoers can have their outfits professionally photographed, and the images will be published in live galleries on the Herald Sun website.