November 4 to 11 : Melbourne Cup Carnival (Australia)
In 2006, Longines proudly continues its pivotal association
with the Melbourne Cup Carnival; the premier racing event
in the Southern Hemisphere.
For the fifth consecutive year, Longines was the official
watch of the Carnival and proud sponsor of the high
profile Longines Ascot Vale Stakes race on Derby Day,
and also the highly regarded Fashions On The Field
competition, televised nationally. In a spectacular
Carnival start, Derby Day attracted a record crowd
of 130,000+ avid race goers, and it is expected that
the Carnival will attract more than 350,000 in total.
A key highlight of the strong Longines marketing program
for the Carnival has been the stylish Longines Marquee,
prominently located in the Birdcage Enclosure and attracting
an elite guest list from the sporting, entertainment
and fashion arenas. Celebrity friends of Longines including
Megan Gale, Jessica Rowe, Cindy Sargon, and television
presenter Shelley Craft raised the profile of the Marquee,
adding a stylish touch to the guest list.
Many celebrity guests and key retail customers commented
on the elegance and originality of the Marquee's unique
art-deco theme inspired by the new Longines BelleArti
range.
The Longines BelleArti, diamond-set bezel on steel
bracelet was promoted as the official watch of the
2006 Melbourne Cup Carnival at both the event and point-of-sale,
reinforced by a comprehensive marketing program including
outdoor and indoor signage, showcase displays and consumer
brochures.
