It was really interesting yesterday to experience what is probably the most effective piece of hijack marketing in Australian corporate history, with the flying kanagaroo, Qantas nowhere to be seen at Australia’s biggest sporting event, having been involved in some form in previous years and had a lot of opportunities since, which they have not taken up.
[Pictured right: Richard Vaughan, Senior Vice President Commercial Operations Emirates, Mr Haman H Al Habsi, Minster Pleni, the Embassy of the United Arab Emirates to Australia and Les Cassar, Chairman Tourism New South Wales] but now the whole Spring Racing Carnival is sponsored by Emirates, the Dubai based international airline………….and they do it well, with the red Emirates flag and logo everywhere throughout the Flemington race course.
The highlight of their presence at Flemington has to be the Emirates Marquee, inside the coveted and exlusive star loaded Birdcage area, where only major sponsors can have marquees, including Macquarie Bank and Lexus, to name just a couple…….but the big one, is yes, you guessed it, is Emirates, with their stunning Venice themed marquee, without question, the place to be seen, by anyone who wants to be seen, with liberal sprinkling of media, TV crews and paparazzi to ensure that they are seen.
The well oiled Emirates hospitality machine is something to experience with Cesare Tabacco from Epicure pictured left at hand to ensure that everyone was well fed with the superb Italian themed food – Emirates always theme their marquee around one of their destination and this year it was Venice.
So, who did The Mole see and have chat with during the day, between the odd glass of bubbly?
Read on…………………!
The Veronicas with Daniel McPherson
What do you think Dan’s saying now?
How about – is that a really a Mole behind that camera?
The stunning Sonia Kruger and Joanna Griggs
Joanna Griggs and Daniel McPherson
Lisa Wilkinson with Georgie Gardener
Mr and Mrs Joost Heymeijer – Joost is the GM of the new Emirates Wolgan Valley Resort.
An on location report by The Mole from the Melbourne Cup – The Mole was the guest of the Melbourne Visitors + Convention Bureau
