Department store Myer shows their branding game can still hit a winner

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Anyone who’s ever worn heels for a day at the races, the idea of taking them off before you start the long trip home has enormous appeal.

At this year’s carnival, Myer were giving away comfortable, practical, and not completely unstylish, branded slides – manna from heaven for the foot weary.

A brand name long associated with fashion on the field at the Flemington Spring racing carnival, Myer never falters in demonstrating the ability to understand their audience. This iconic partnership between Myer and the Melbourne Cup will soon extend to an amazing 40 years, making it the longest-serving major partner of one of the world’s famous racing carnivals. Coming into effect in 2018 until the 2023 racing season, Myer will continue to be the exclusive fashion partner of the Victorian Racing Club (VRC) after signing a new five-year sponsorship agreement. Under this agreement Myer will also still continue to hold the naming rights of the famous Myer Fashions on the Field competition.

Once again proving they are always ‘on game’, Myer identified an opportunity for their brand to slip neatly into the lives of their audience at a point where they can add real value and create a positive and lasting brand connection.

We look forward to seeing what other gems develop from the marriage of this iconic brand and world famous racing carnival during the next five years.

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Images courtesy of Instagram


Renée Blakeley  
Senior Finished Artist



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