On Track - Summer 2019-20

11 It is an opportune time for us to also reconsider the product identity of the W.S. Cox Plate and how to communicate its rich fabric of stories since 1922. At the 99th running of the Cox Plate 2019, we revealed the new brandmark for the 100th and beyond. It is absolutely appropriate that we honour Winx as a 4-time winner and leverage the colour palette of The Valley brand identity as an identity thread. I was asked, is this simply a vanity exercise and what it will deliver long term? When a business is well diversified, consistent brand management can minimise risk, bring new customers into the business and retain existing ones, manage reputation, grow equity and return on the investment many times. This exercise will set us in good stead for the coming decades as we focus on delivering the amazing master plan for the benefit of our members and the community. Lastly, we are pleased to welcome Frankly, our new agency onboard who are focused on walking through a period of data marketing transformation with us. “I am so pleased to announce the partnership with the Moonee Valley Racing Club,” said Ben Hall, Managing Director of Frankly. “Backed by our years of experience in performance marketing, we are excited to bring a different marketing lens to the MVRC’s redevelopment project as well as bring expertise to the core functions of racing, hospitality and property.” We look forward to seeing you in 2020 and delivering a unique Cox Plate 100. (Left to right) Alastair Dwyer, Carmen Smith, Troy Buntine, Valerie McLean, Richard Brosnan, Ben Hall, Troy Ratcliffe.