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Kennedy is the naming rights sponsor of Oaks Day at Spring Racing Carnival. We were tasked with creating an extraordinary, memorable experience for guests over the four race days at the Kennedy pavilion on ‘Millionaire’s Row’ to reward customer loyalty and generate media coverage for the brand.
When designing the space, we decided to move away from the norm of a temporary marquee and sourced a custom-built steel structure manufactured and shipped from Switzerland. The custom-built steel structure also meant we could repurpose the fit out with a whole new interior design and styling year on year.
The end-to-end execution of the entire guest experience was meticulously thought to tailor every detail to the customer. We created an experience that guests wouldn’t forget. This included transport to and from the racecourse, key entertainment across all four days, bespoke cocktails and food moments, a luxury timepiece display area hosting renowned brands and many other key touch points across the Melbourne Cup Carnival.
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