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Case Study
Event
FMCG
Luxury
Brand
Creative
Experiential
Partnership Management

Kennedy Kennedy Marquee

Kennedy Marquee bar
Kennedy Marquee bar

During the Melbourne Cup Carnival there are a multitude of brands seeking to build brand luxury credentials with race goers. As a ‘true custodian of luxury’ the Kennedy Luxury Group brand experience needed to generate cut through and exude genuine luxury.

Industry
Event
FMCG
Luxury
Services
Brand
Creative
Experiential
Partnership Management
Expertise

Bastion Experience created an experience to remember for VIP guests and existing Kennedy customers alike. A Swiss designed and built marquee featuring equine architectural elements exuded luxury, supported by a mood and atmosphere based on a curated entertainment schedule with more than 20 entertainers. 
 
From the moment that guests were invited with hand written caligraphed invitaions to when they were personally transported from the Birdcage, every touch was considered for a day of entertainment and indulgence.

Architectural elements of a stable, a horseshoe-shaped lounge, suspension lamps and artwork by a globally renowned equestrian portraiture Giana Terranova were beautifully displayed throughout the Pavilion ensuring the equine theme flows eloquently throughout. Elements such as natural oak, brown leather and burnished brass come together to create a harmoniously warm atmosphere authentic to a racing club. 

Mood and atmosphere were also expertly considered, with a hero metal curtain used as a space divider to emphasise a dramatic ambience with a mosaic effect. And special entertainment and performances keep guests enthralled in between races, with ballerinas, soulful jazz tunes, a grand piano performance and swan acrobatics all featured.

Results
800
VIP Guests invited across 4 days
41M
Reach
400
existing customers entertained
137
PR Hits
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