News Corp Australia and the Victoria Racing Club (VRC) have announced a partnership for a new data-led media campaign for the Melbourne Cup Carnival. The campaign, titled 'A World That Awaits', aims to highlight the unique food, fashion, and entertainment experiences available during the racing week.

For the first time, VRC is utilising News' advanced Customer Match targeting capabilities to identify high-intent audiences across the News Network. The campaign will serve personalised messages to these audiences, aiming for an enhanced advertising experience.

The campaign will feature high-impact creative, custom display ads, engaging video content, a comprehensive social strategy, premium native content, and print integration across News’ ecosystem of brands. This includes news.com.au, The Australian, Herald Sun, Stellar magazine, GQ Australia, and Vogue Australia.

Natalie Grabbe, General Manager, Advertising Sales Victoria, News Corp Australia, spoke about the partnership. "We have enjoyed a long-standing relationship with the VRC for many years and are excited to be working with them again for the upcoming Melbourne Cup Carnival. This year we are building on their audience strategy by harnessing our Customer Match data capabilities to deliver more impactful targeting, personalisation and measurement ensuring a far superior campaign outcome."

Jo King, Executive General Manager Brand, Marketing & Communications, VRC, also commented on the collaboration. "The trusted publications within the News Corp Australia family allows the Victoria Racing Club the ability to leverage not only our first-party data, but also the high value audiences within their ecosystem, delivering reach and scale across Australia. This campaign is a perfect mix of editorial and advertising content across all key pillars including racing, fashion, food and entertainment - all which bring the Melbourne Cup Carnival to life."