In a successful collaboration with the Melbourne Racing Club (MRC), Akcelo's 'Hearts Will Race' campaign for the 2024 Sportsbet Caulfield Cup Carnival resulted in a significant increase in general admission attendance, including a 10% rise in attendance over the three-day and 13% lift at the Caulfield Cup day.

The double-digit increase marks the largest crowd since the onset of the COVID-19 pandemic.

The 'Hearts Will Race' campaign, launched in September, was powered by a new brand platform and involved a complete refresh of the event's branding, including a new logo, tagline, and two TV commercials. The campaign's simple yet powerful phrase, 'Bahh-Boom!', captured the excitement of the Caulfield Cup Carnival and was rolled out across multiple channels, including free-to-air, BVOD, radio, digital, and OOH.

The new brand platform has not only helped position MRC as a leader in boutique racing experiences but has also driven significant growth in both ticket sales and crowd numbers.

Ashley Curnow, MRC Executive Director – Marketing, Membership & Customer, commented: "MRC is committed to creating an inclusive atmosphere where everyone can experience the thrill of the sport up close. Our boutique offering ensures that every guest enjoys stunning views of the track, whether in general admission, the Members' Reserve, or a premium marquee. Hearts Will Race perfectly reinforces the brand’s position, and Akcelo has delivered it in a fresh and compelling way."

Jon Kenyon, Managing Partner of Akcelo Melbourne said working collaboratively with MRC enabled the pair to build a new foundation that will drive long-term growth.

"Our Hearts Will Race campaign taps into the thrill of the Caulfield Cup Carnival, creating an emotional connection that resonates across all touchpoints, from general admission to premium experiences," he said.

Louise McQuat, Akcelo Group Creative Director, also spoke about the creative challenge of the campaign.

"‘Bahh-Boom’ is more than just a sound; it’s a brand expression that can grow with the event, ensuring continued engagement for years to come," she said.