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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RESULTS
$84,184
TOTAL SPRING RACING REVENUE ACROSS THE TWO DAYS
TOTAL SPRING RACING REVENUE ACROSS THE TWO DAYS
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
OBJECTIVE
Spring Racing is the most commercially significant period on Left Bank’s calendar. While Oaks Day consistently sold out, Melbourne Cup had never reached capacity.
The objective was to create a premium, high-demand event experience that would sell out both days for the first time, while increasing revenue per head through an elevated beverage offering and improved guest experience.
APPROACH
Glamour in the Garden: From Lake Como, With Love” introduced a fresh editorial identity to Spring Racing at Left Bank, elevating the existing format and creating a cohesive aesthetic across venue styling, activations, menu design and marketing.
The concept repositioned Left Bank as a destination in its own right, shifting the focus from a traditional race day offering to a premium experience that guests actively choose for its design and atmosphere.
A key commercial decision was the introduction of a tiered beverage model. For the first time, guests were offered a choice between a Chandon sparkling package and a Moët & Chandon champagne upgrade, driving premiumisation and increasing average spend per head.
The Moët & Chandon partnership also introduced an exclusive champagne vending machine during the Spring Racing period, secured through direct outreach. This became a signature activation moment across both event days.
The campaign was integrated into the broader Spring Fling seasonal platform, ensuring guests were already immersed in the visual identity and venue styling prior to peak event days. This created continuity across the campaign journey and strengthened conversion at key trading periods.
EXECUTION
The concept, campaign name, visual identity and all copy were developed in-house. The Lake Como direction intentionally moved away from the conventional Spring Racing playbook, which often relies heavily on predictable race day imagery. The editorial approach introduced a more fashion-forward aesthetic, increasing cut-through and shareability across social platforms.
Activations were designed to function as both physical experiences and content moments. The Beauty Bar, a custom-built installation featuring a red corrugated structure, oval mirrors and floral detailing, was designed and produced entirely in-house. It became one of the most photographed spaces across the event.
The Moët & Chandon partnership included an exclusive champagne vending machine during the Spring Racing period, secured through direct outreach. This became a key signature activation and a focal point of the guest experience.
Integration with the broader Spring Fling campaign ensured continuity across the seasonal marketing journey. By the time Cup and Oaks Day arrived, audiences were already familiar with the visual identity and partnership, reducing the need to re-establish campaign context and strengthening conversion.
A full digital and EDM strategy supported this rollout, driving anticipation and ticket sales across both event days. This included dedicated landing pages and organic social content across Instagram and Facebook.
