THE PACE PENTHOUSE
A Spring Racing Carnival activation in collaboration with the VRC
REACHING AN AFFLUENT INTERNATIONAL AUDIENCE TO LAUNCH AN ICONIC NEW PROJECT
Neue Media activated the Pace Penthouse marquee at Melbourne’s Spring Racing Carnival to introduce the Pace brand to an affluent international audience ahead of their Pace of Flemington project launch.
The architecturally designed marquee was the first of its kind and retained Pace’s brand values of ‘real, Melburnian and stand-out’ to evoke expressions of interest from prospective local and international buyers. Neue Media leveraged media relations and noteworthy ambassadors to create meaningful, engaging content throughout one of Melbourne’s biggest international events which utilised established contacts in hospitality, design and the media.
Content featured across multiple social media channels, building momentum leading up to Derby Day. An abundance of user-generated content for Pace resulted in most KPI’s being met prior to Cup Carnival commencement.
Over the Spring Racing carnival, more than 200 pieces of coverage were achieved with an estimated 346 million impressions nationally and internationally, exceeding KPI’s by 2208%.
The conclusion of the campaign resulted in an estimated $12 million in editorial value for Pace Development Group including live news crosses on all the major TV and radio networks, major metropolitan newspapers and national magazines.
