To mark the 100th anniversary of the W.S. Cox Plate – and Australia’s best race – the Moonee Valley Racing Club has launched a marketing campaign featuring some of Australia’s best sporting champions. Featuring in the campaign and amongst the cheering crowd are Olympic gold medallist Cathy Freeman, cricket legend Ricky Ponting, basketball superstar Lauren Jackson, AFL champion Jonathan Brown, Melbourne Storm premiership coach Craig Bellamy, and champion jockey Glen Boss.
The campaign, headlined by a national TV commercial, not only celebrates the Centenary of the W.S. Cox Plate but also reminds us of the unique emotion and entertainment we can look forward to this Spring as the nation returns to live sport after two years of lockdowns.
The inclusion of some of Australia’s greatest sporting champions of recent years in the campaign ensures a broader reach and appeal. The commercial highlights the details that make up the pulsating theatre of the race and captures the emotion that engulfs racegoers as they experience the best two minutes in sport. The TV campaign is also supported by a strong presence across social media, out-of-home, print and digital platforms.
Troy Ratcliffe, MVRC General Manager of Marketing & Communications, explains.
“To bring the best of the best together to celebrate a milestone occasion for our great race is so exciting. Every one of the sporting personalities featured is acclaimed as one of if not the best in their field. When it comes to the Ladbrokes Cox Plate, it’s the race where history is made and champions become legends.
“By showcasing some of Australia’s best sporting champions, we are able to give the Ladbrokes Cox Plate the broad platform it deserves and appeal to a cross-section of sports lovers across the country. We look forward to celebrating this milestone event, seeing the grandstands full, and hearing The Valley roar once again.”
The campaign has launched on free-to-air television and Foxtel nationally.
