Lee Freedman lashes out at ‘elitist rubbish’ promoting Flemington   Leave a comment

Lee Freedman lashes out at ‘elitist rubbish’ promoting Flemington

Freedman lashes ‘Racing Royalty’ promo

Lee Freedman is no fan of the Flemington promotion. ‘Lure the average punter, not this rubbish’. Picture: Wayne Ludbey. Source: News Corp Australia

Five-time Melbourne Cup-winning trainer Lee Freedman has lashed out at the Victoria Racing Club’s “elitist” advertising campaign promoting this year’s Flemington carnival.

Flemington is being promoted as the Playground of the Racing Royalty, featuring the queen of the turf Gai Waterhouse and James Cummings, the grandson and training partner of Cups King Bart Cummings among other familiar faces.

The VRC says it is reaching out to those that currently attend the historic racecourse over Cup Week, but others that will contribute to growth.

A clearly riled Freedman chose to use Twitter to vent his frustration, getting plenty of support in highlighting the promotion was skewed towards the wealthy.

“Who dreamt up this ludicrous Racing Royalty theme. Lure the average punter, not this rubbish,’’ Freedman tweeted of a gilt-edged portrait that is more Downton Abbey than downtown Melbourne in the spring.

VRC executive general manager, brand marketing & international development, Amanda Chase said the campaign was a deliberate departure from those before it and included playful ways to engage the potential audiences through greater use of non-traditional media.

“Through our new direction, we want to give people the chance to get close to the thoroughbred heroes of our sport, see them in action, and fall in love with racing through our storytelling,’’ Chase said in March when tickets went on sale.

“We are boldly saying, ‘Flemington is not just any racetrack’, setting ourselves apart from our competitors to inspire our current customers and evoke a desire for others to join.

“Flemington is the custodian of the world’s most vibrant racing carnival, but also provides opportunities to engage with our audiences year round.

“We anticipate the new campaign will drive growth in attendance figures to the Melbourne Cup Carnival of between 5000 and 10,000 over a two-year period.’’

Flemington’s greatest assets — human, equine and physical — appear in the portrait that features in a television commercial and other advertising.

The commercial showcases the beauty of the thoroughbred, the exhilaration of racing, the journey towards the carnival and the joy of being a racegoer, VRC member, horse owner or Fashions on the Field contestant.

Melbourne Cup-winning jockeys Damien Oliver, Kerrin McEvoy and Michael Rodd feature in the campaign with thoroughbreds, backdrops of Flemington’s iconic lawns, rose gardens, grandstands, mounting yard arch and clock tower.

Flemington’s longest-serving employee, keeper of the thousands of roses Terry Freeman; farrier Mark Cummings; racecaller Greg Miles; Fashions on the Field contestants; fashion designer Dom Bagnato; and milliner Melissa Jackson also participated in filming.

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Posted May 15, 2015 by belesprit09 in Uncategorized

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