Each year, millions of marketing dollars are funnelled into extravagant corporate marquees within the Birdcage, the exclusive enclosure in Flemington racecourse. For eight days at the start of November, fine French champagne and lavish finger food is served in the most sophisticated tents imaginable. Some of these are as snug as 6mx6m and pretty much standing room only, but the most ambitious feature mind-boggling internal structures, artworks, ice sculptures, international DJs and the coolest, most enthusiastic partygoers in Australian sport.
The Longines marquee at the Melbourne Cup Carnival is one of the converted brands located in the “Birdcage” enclosure and has established itself as one of the most sought-after destinations. In 2007 I worked at Victoria Racing Club and was Account Manager on Longines, liaising with them on invitee list, design, catering and PR opportunities for their highly converted Birdcage marquee, which is Longines Australia’s most important corporate hospitality event for the entire year, recognised by the parent company in Switzerland as a global hospitality requirement.
In 2007 the 6mx6m structure once again attracted an elite group of local celebrities from the worlds of sport and entertainment, including Carson Kressley, Aishwarya Rai, Megan Gale, Kristy Hinze, Shane Warne, Kate and Gai Waterhouse.