For the fifth year, Tink PR worked with Lexus Australia to activate their Melbourne Cup Carnival Sponsorship. As well as the exclusive Lexus Design Pavilion in the Birdcage, Lexus also sponsors a race, Pin & Win and of course is the major prize for Fashions on the Field.
Across all the activation’s, Tink PR was able to generate close to $40 million in positive PR coverage for the brand. Tink PR also worked to lock in filming with The Real Housewives of Melbourne with an episode filmed at the Lexus Design Pavilion which will go to air early next year both locally and internationally. The agency secured new ambassador Emma Freedman and also leveraged ambassadors Jamie Durie, Ben Shewry and Neil Perry throughout the carnival.
Tink PR also generated coverage on all major news networks, Today Show, Sunrise, Mornings as well as multiple stories throughout News Ltd and Fairfax. We were also instrumental in securing significant exposure through the Channel Seven Racing broadcast for both the Design Pavilion and Pin & Win.