Victoria Racing Club
Victoria Racing Club (VRC) is one of Australia’s premier racing and entertainment brands. Best known for hosting the Melbourne Cup Carnival at Flemington Racecourse, VRC is a global leader in sport, fashion, and premium event experiences.
Victoria Racing Club (VRC) is one of Australia’s premier racing and entertainment brands. Best known for hosting the Melbourne Cup Carnival at Flemington Racecourse, VRC is a global leader in sport, fashion, and premium event experiences.
Campaign Management, Content
Role
Core capabilities:
Content production, live event coordination, stakeholder collaboration, digital innovation, social content strategy
Acted as Key Account Manager and strategic partner for VRC, collaborating closely with internal teams, sponsors, and the production crew
Managed all production timelines and on-site creative workflows during the four-day carnival
Briefed and supported editors for real-time clipping, social optimisation, and post-campaign content
Created run sheets and location plans for capturing high-engagement content
Directed filming of sponsor moments, Birdcage activations, and fashion segments using early-stage 360° video tech
Coordinated with media, PR, and sponsorship teams to ensure contractual content delivery
Project Snapshot
36 hours of live 360° footage across 4 race days
1M+ views across 54 countries
Produced top-performing content: fashion interviews, celebrity moments & Birdcage features
Delivered Australian-first 360° livestream for a major sporting event
Collaborated with VRC teams, sponsors, and a live production crew
Overview
The Melbourne Cup Carnival is one of Australia’s most iconic events, with an international audience and multi-layered activations across racing, fashion, and hospitality. The objective was to create an immersive digital experience to expand the on-ground excitement to an off-course audience through a first-of-its-kind 360° Facebook livestream.
Challenges
360° camera technology was still in early adoption, and we were working within high-profile, fast-paced event environments. A key challenge was ensuring that brands and stakeholders understood the intent and potential of 360° content and felt confident welcoming cameras into their premium event spaces.
I pre-briefed all sponsor representatives and coordinated pre-captures (e.g. talent interviews before guests arrived) to maximise production value and ensure smooth execution.
Outcomes
1,004,046 views across 54 countries
98% positive sentiment rate on boosted videos
Cost-per-view of just $0.01–$0.02
Top-performing content came from the segments I produced (fashion, celebrity, and Birdcage features), showcasing strong audience resonance with curated lifestyle storytelling
Melbourne Cup Carnival 360 Stream
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