LEFT BANK MELBOURNE | SPRING RACING CAMPAIGN & EVENT
A new creative concept and brand partnership that transformed Spring Racing at Left Bank into the venue's most successful event to date.
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OBJECTIVE
Spring Racing is the most commercially significant period on the Left Bank calendar. The venue had consistently sold out Oaks Day but Melbourne Cup had never reached capacity. The objective was to create an event experience compelling enough to sell out both days for the first time, while growing revenue per head through a more considered beverage offering and a higher quality guest experience.
APPROACH
Glamour in the Garden: From Lake Como, With Love brought a fresh editorial identity to the Spring Racing events, elevating the existing format and creating a cohesive aesthetic that ran through the venue styling, the activations, the menu and the marketing campaign.
A partnership with Moët Hennessy was secured to elevate the beverage offering. Previously the package had featured Chandon only. A Moët & Chandon upgrade option was introduced for the first time, giving guests a premium tier and significantly lifting the average spend per head. The Moët & Chandon team supplied an exclusive champagne vending machine for the two week Spring Racing period, secured through direct outreach and a partnership proposal.
For the first time, the Spring Racing events were integrated into the broader Spring Fling campaign which had been running across September and October. The venue was already dressed and styled for the season, creating a natural sense of continuity that carried through to the peak event days.
EXECUTION
The concept, campaign name, visual identity and all copy were developed in-house. The Lake Como direction was a deliberate move away from the standard Spring Racing playbook. Most venue campaigns lean heavily into race day imagery and it was starting to look the same everywhere. The editorial angle gave the campaign a fashion-forward quality that made it genuinely shareable.
The Moët Hennessy partnership was secured through direct outreach and a partnership proposal written in-house. Introducing a Moët and Chandon upgrade alongside the existing Chandon inclusion was a commercial decision as much as a creative one. It gave guests a premium tier to opt into and lifted average spend per head without changing the base offering. The vending machine came as part of that negotiation and became a signature moment of the two weeks.
The Beauty Bar, the red corrugated structure, oval mirrors and floral installation, was designed and built entirely in-house. It was one of the most photographed activations across both days.
Integrating Spring Racing into the broader Spring Fling campaign was a deliberate continuity decision. By the time Cup and Oaks Day arrived, guests already knew the aesthetic and the partnership, which meant the events didn't have to work as hard to convert.
A full digital and EDM campaign was developed to drive ticket sales, including dedicated landing pages and organic social content across Instagram and Facebook.
RESULTS
$84,184
TOTAL SPRING RACING REVENUE
TOTAL SPRING RACING REVENUE
28%
INCREASE IN REVENUE VS THE PREVIOUS YEAR
INCREASE IN REVENUE VS THE PREVIOUS YEAR
20%
INCREASE IN TICKETS VS THE PREVIOUS YEAR
INCREASE IN TICKETS VS THE PREVIOUS YEAR
MELBOURNE CUP SOLD OUT FOR THE FIRST TIME IN THE VENUE'S HISTORY
OAKS DAY SOLD OUT THREE WEEKS EARLIER THAN THE PREVIOUS YEAR
OAKS DAY SOLD OUT THREE WEEKS EARLIER THAN THE PREVIOUS YEAR
