Retail Event Branding

Race to the Riverside

The race that stops the nation is one of Brisbane’s biggest occasions for finery, drinks and entertainment - all the things Portside Wharf have built their brand presence around. But with every man and his dog promoting all things Melbourne Cup, to ensure this Brookfield Properties icon will stand out and attract the punters, we built the campaign around a beautiful and unique watercolour-style motif that is the epitome of class and sophistication.

The campaign for Portside Wharf precinct’s Melbourne Cup lead up and events was shaped around the beautiful and distinctive image our graphic design team developed. The bright spring coloured hues and fresh watercolour-styling have the kind of eye-catching quality that also says culture, class and captivation.

The inherent sense of movement in the leaping horse images inspired the campaign line “Race to the Riverside’, which expresses the sense of urgency many punters feel about getting ready to make a big impression on race day. Coiffures must be perfected, the perfect frock, shoes, fascinator and bling found, skin needs pampering and plans must be laid, preferably involving champagne!

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