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PROJECT OVERVIEW

Auckland’s Ellerslie Racecourse is the home of thoroughbred racing in New Zealand and major racing carnival, Auckland Cup Week. Auckland Cup Week is one of the most popular spectator events in New Zealand and the ultimate in style and glamour. 3 Degrees were engaged to manage Gucci’s sponsorship, PR and hospitality program for Auckland Cup Week.

CLIENT OBJECTIVES

Establish an exclusive partnership with the most prominent racing club in New Zealand

Create the most desired racing hospitality experience in the New Zealand market

Promote Gucci as an iconic racing industry brand in the New Zealand market

Promote Gucci’s retail presence in the New Zealand market

CLIENT OBJECTIVES

• Establish an exclusive partnership with the most prominent racing club in New Zealand

• Create the most desired racing hospitality experience in the New Zealand market

• Promote Gucci as an iconic racing industry brand in the New Zealand market

• Promote Gucci’s retail presence in the New Zealand market

CLIENT OBJECTIVES

• Establish an exclusive partnership with the most prominent racing club in New Zealand

• Create the most desired racing hospitality experience in the New Zealand market

• Promote Gucci as an iconic racing industry brand in the New Zealand market

• Promote Gucci’s retail presence in the New Zealand market

OUTCOME

Friends of Gucci and special guests enjoyed VIP treatment over two traditional days of racing – Derby Day and Cup Day in the luxurious surrounds of a custom designed private suite at the Auckland Cup Carnival.

The complete re-design and build of a bespoke facility, true to Gucci’s style guide, played homage to Gucci’s iconic equestrian heritage offering a contemporary link to the prestige and culture of the brand. A number of archival images were imported especially for the event and placed on display in the facility for guests to admire. Archival images stood alongside New Zealand horse Ethereal’s Melbourne Cup trophy, also on display in the suite.

Gucci secured sponsorship naming rights to the 3 year old 1600m race on Derby Day (The Gucci Mile) and the 1100m race on Cup Day (The Gucci Sprint).

A highly successful, tailored public relations program was formed by 3 Degrees to leverage both sponsorship and hospitality activities. Outcomes spanned all mediums including prime time, national television.