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Digital signage brings Melbourne Cup to the masses

Australia's APN Outdoor teamed up with The Victoria Racing Club to share the real-time excitement of the Melbourne Cup Carnival far and wide using the outdoor advertisers' Elite Screen digital billboard inventory in Melbourne.

Young and Jackson announced the winner of the 2015 Melbourne Cup mere moments after the race finished.

November 6, 2015

Australia's APN Outdoor teamed up with The Victoria Racing Club to share the real-time excitement of the Melbourne Cup Carnival far and wide using the outdoor advertisers' Elite Screen digital billboard inventory in Melbourne.

Using the iconic Young and Jackson billboard that presides over Federation Square as a centerpiece, along with two other high profile sites in Melbourne (St. Kilda Junction and Moonee Ponds), live results from the 2015 Emirates Melbourne Cup and Crown Oaks races -- as well as highlight's from the days' fashion -- were shared instantly, in effort to give spectators in the city's center (where the race is shown on the big screen) the full trackside experience, the company said.

"Each year the Melbourne Cup Carnival truly does stop the nation, and we are always looking for exciting and inclusive ways to share this with those who can't make it to Flemington," said Lisa Patroni, EGM, brand, marketing and international development, for The Victoria Racing Club, in the announcement. "APN Outdoor's Elite Screens allowed us to facilitate instantaneous messaging, with live updates in key areas around Melbourne that were able to announce the winner mere moments after the finish, as well as fashion updates, as new fashion trends were spotted over the course of the day."

"Here at APN Outdoor we love to get behind iconic Australian events and this of course includes sharing in the excitement of the Melbourne Cup Carnival," said Janine Wood, general manager of marketing, APN Outdoor. "The premium, high-traffic locations of our Elite Screens enable us to speak to an enormous amount of people who are out and about and looking for something compelling to grab their attention … The VRC's execution perfectly demonstrates how we envisage our Elite Screens working overtime for brands, beyond a more traditional advertising campaign, and we applaud them for embracing the technology and abilities of the portfolio to mark yet another successful Melbourne Cup Carnival."