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.

For this project, 3 Degrees were appointed as CUB’s design, PR and event management agency for their first naming rights sponsor activation at the 2014 Crown Golden Ale Caulfield Cup.

The objective was to create a measured program with each detail emulating the brand’s key mantra ‘Australia’s Finest’.

The project included the custom design and build of a quality hospitality space. This design centred around a large expansive deck – taking guests outdoors, closer to the track and ensuring maximum oncourse exposure. The large scale of this also guaranteed brand visibility from every angle of the member and public areas.

A collection of custom designed furniture pieces were commissioned, including a 14m bar, inviting guests such as customers and media 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.

PR led activities saw former Australian cricket captain Michael Clarke and Australian songstress Delta Goodrem attend Crown Golden Ale’s exclusive marquee in the Heath Enclosure. Both guests emulated the brand’s mantra and were instrumental in driving extensive media coverage.