Melbourne Racing Club \ Style Stakes
Increase in entries
Race-goers took part
Social media impressions
‘Fashions on the Field’ has been a staple of race days for as long as we can all remember. But times have changed since the style-spotting competition first stepped onto the stage more than 50 years ago.
Melbourne Racing Club had seen a steady decline in the audience engagement with the competition in recent years at the festival, along with a lower number of entries overall. So in 2016, MRC approached Neonormal for an update to their outfit — and fast!
Our insight showed that the disconnect with ‘Fashions on the Field’ was broad and deep-rooted — men and women of every age group told us they found the format of the competition dated, intimidating and a little isolating.
After all, it takes a lot to make a person want to leave their friends behind at an event, to parade on a catwalk in front of an audience of judges and other race-goers.
It was clear that ‘Fashions on the Field’ didn’t just need an experience shake-up, it needed an entire rebrand and reinvention.
And so, the ‘Style Stakes’ was born — a personalised fashion shoot experience designed for the digital age, giving everyone a moment to shine — from those who prefer to strut their stuff solo, to those who want to share the spotlight with their squad.
Guests began their journey by selecting a favourite entry category from four new options — Lads, Ladies, Millinery or Squad. Once they’d chosen, they made their way to a style station where professional hair stylists and makeup artists were on hand, giving free touch-ups and tutorials, and ensuring our models felt like a million dollars.
Once they were camera-ready, guests were then ushered to a private studio space and treated to a personal shoot with a top fashion photographer. From there they moved to the Edit Suite, where they could select their favourite shots — which were sent to them in minutes via text, along with a call to action to share online and get social.
Since the inaugural Style Stakes in 2016, Neonormal has partnered with MRC every year — raising the bar at each racing festival to deliver unrivalled, best-on-field brand engagement.
HEAD OF EVENTS
MELBOURNE RACING CLUB
What we did
- Design + Build
- Digital Amplification
- Influencer Engagement