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Akcelo’s latest campaign for the Melbourne Racing Club (MRC) delivered a significant uplift in audience engagement and attendance at the 2024 Sportsbet Caulfield Cup Carnival. This year’s event marked the largest crowd since COVID, with a 13% increase in general admission attendance on Caulfield Cup Day and a 10% increase in general admission attendance across the entire three-day carnival.

The campaign, Hearts Will Race, was launched in September and was powered by a new brand platform, including the development of a new logo, tagline, and a comprehensive style overhaul to breathe new life into the MRC’s flagship event.

This also involved the creation of two TVCs which captured the Caulfield Cup Carnival in a simple, powerful phrase: Bahh-Boom! The now iconic heartbeat sound was rolled out across multiple channels, including free-to-air, BVOD, radio, digital, and OOH, effectively engaging a broader audience and driving increased attendance and brand awareness.

Jon Kenyon, managing partner of Akcelo Melbourne said: “Working collaboratively with MRC, we’ve built a new foundation that will drive long-term growth. Our Hearts Will Race campaign taps into the thrill of the Caulfield Cup Carnival, creating an emotional connection that resonates across all touchpoints, from general admission to premium experiences.”

Louise McQuat, Akcelo group creative director, added, “The creative challenge was to bottle the excitement of the event into a memorable, ownable platform. ‘Bahh-Boom’ is more than just a sound; it’s a brand expression that can grow with the event, ensuring continued engagement for years to come.”

The new brand platform has helped position the MRC as a leader in boutique racing experiences, offering intimate connections to the sport, premium facilities, and a thrilling atmosphere.

Ashley Curnow, MRC executive director – marketing, membership, and customer, noted, “MRC is committed to creating an inclusive atmosphere where everyone can experience the thrill of the sport up close. Our boutique offering ensures that every guest enjoys stunning views of the track, whether in general admission, the Members' Reserve, or a premium marquee. Hearts Will Race perfectly reinforces the brand’s position, and Akcelo has delivered it in a fresh and compelling way.”

The new brand platform has driven significant growth in both ticket sales and crowd numbers, setting a strong foundation for future campaigns.