Carlton United Brewery (CUB) procured the naming rights sponsorship of the 2014 Caulfield Cup as the platform to launch their new product, Crown Golden Ale. 3 Degrees were engaged to create and manage a fully integrated hospitality and public relations program to celebrate the launch of the new brand and association with this prominent event.


To increase brand awareness of the newly launched Crown Golden Ale.

Continued promotion of the brand value as “Australia’s Finest”.

Engagement with key clients and stakeholders.


3 Degrees were appointed as CUB’s design, PR and event management agency for their activation at the 2014 Crown Golden Ale Caulfield Cup as the naming rights sponsor. The 3 Degrees team established a well measured program with every detail emulating the brands key concept, “Australia’s Finest”.

The project included the custom design and build of a quality hospitality space. This design  centred around a large expansive deck – an extension to the original facility footprint, taking guests outdoors, closer to the track, enlarging the overall footprint and ensuring maximum oncourse exposure. This expansive deck was sheltered by an inclining roof structure that provided the perfect opportunity to brand towards punters in the adjoining member’s area and grandstands.

A collection of custom designed furniture pieces were commissioned, including a 14m bar, inviting guests to interact with the brand. This was complimented by native floral installations, a dedicated media lounge, permanent display of the Caulfield Cup, special guest appearances, and live broadcasts from the facility throughout the day and a roster of DJ’s entertaining guests.