5 of the best brand activations from Melbourne Cup

Brands like Bumble, Myer and G.H. Mumm pulled out all the stops for a winning activation at Flemington this year.

Melbourne Cup might be a day of racing for some, but for event planners it’s a chance to scope out the best brand activations and event styling trends of the season.

This year, brands like went above and beyond to make their marquee stand out from the rest.

Here are some of our favourite event styling trends, as seen at Flemington Racecourse this year:

Bumble Queendom

Bumble Australia transformed their marquee into the “Bumble Queendom” this year, unveiling a pastel pink castle for their invited guests. The striking castle featured Bumble branding, as well as contrasting greenery which cascaded down the castle walls.

Inside, velvet chairs and pastel floral arrangements were the stand-out styling pieces, while pink cocktails and desserts were on offer to guests. Take a look inside the Queendom here:

Tabcorp’s floral marquee

Always one to make a statement, Tabcorp unveiled a show-stopping floral mural at this year’s Melbourne Cup.

The intricate, hand-painted mural by Apparition Media created a grand entrance to the marquee, while smaller murals could also be found inside.

Here are the mural painters in action:

Produced by Event Planet, the Tabcorp marquee also featured a floral media wall to match the mural. Hundreds of purple, blue and pink flowers completed the look, along with Tabcorp branding in subtle gold.


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TABCORP BIRDCAGE MARQUEE 2019 @tabcorp @flemingtonvrc #melbcupcarnival #LongMayWePlay #springgetexcited #EventPlanet

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The Myer glam bar

Created by Solution Entertaiment, the Myer glam bar was a popular spot for punters to stop by and get their “photo finish”.

The custom-built activation featured hair and make-up stations, all dressed in on-trend pastel colours.

best brand activations

The G.H. Mumm hotel

Hands down one of the best brand activations this year was G.H. Mumm’s Parisian-inspired pop-up hotel, created by PIM Group.

With a dedicated concierge and staff all dressed in red, the marquee was a bold branding exercise where no detail was spared.

Along with free-flowing Champagne, guests were treated to a French-Asian fusion menu curated by chef Dan Hong.


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Welcome to the Maison Mumm Hotel 🔑 . . . #pimgroup #mummau #mummcollective #melbcupcarnival #lovecupweek

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Channel 10 carousel

Bringing nostalgic vibes to the Melbourne Cup this year, Channel 10’s carousel was another stand-out brand activation.

Produced by Event Planet, the colourful carousel featured Channel 10 branding and proved a popular photo spot for guests during the day.

Need more inspiration for event styling? Our sister directory A LIST Guide has a huge selection of trusted event producers and stylists to bring your brand to life. 

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