Tink PR was once again proud to work on the Lexus Design Pavilion for the sixth year. This year’s marquee design took guests on a ‘Journey through the senses’ working with design leaders including Mim Design, Joost Bakker, Ben Shewry, Dan Hong and paper artist Georgie Seccull.
The result, was a three storey sensory experience which featured ‘The Nest’ by Joost in which he covered the exterior of the facility with over 100km of recycled wire. As guests stepped into the Pavilion, they were mesmerized by the one tonne laser cut Lexus RX installation, with each level swarming with 1000’s of pink tulips hung from the roof. Downstairs featured ‘fun dining’ with Dan Hong and on the second level, guests could enjoy a ‘fine dining’ experience at Attica. The third level boasted views of the track and featured a herb garden designed by Ben Shewry and Joost Bakker.
There were many key highlights throughout the event including a show-stopping media reveal which saw 15 Lexus staff, pull the silk drop sheet to reveal ‘The Nest’ by Joost. This PR stunt was captured by every key media outlet nationally (Channel 7, 9, 10, SBS, ABC news and Sunrise, The Age, Herald Sun, The Weekly Review, AAP, Financial Review and more) making it the lead item in each of the news stories. Throughout the entire 4 day carnival, Tink PR secured 914 clips valued at just over $15 million for the Lexus Design Pavilion with coverage in all major newspapers nationally, Today Show, The Project, 3 x Sunrise weather crosses, Women’s Day, New Idea, Channel 7 Racing Broadcast and more.
The agency also leveraged Lexus’ other assets Pin & Win and Fashions on the field which saw and increase in PR stories from previous years with a combined total 51 clips valued at over $2.2 million.
All in all, the 2015 Lexus Melbourne Cup Carnival sponsorship generated $44,078,807.00 in positive PR coverage across all assets.
Other key campaign highlights included: