Victoria Racing Club

Native apps, a complex e-commerce integration, next-generation digital brochure delivery and a campaign website with a twist.

Jockey standing up on horse

Our Client

Founded in 1864, the Victoria Racing Club (VRC) is home of The Race That Stops A Nation™, the iconic Lexus Melbourne Cup. Attracting a global audience, the famous four-day Melbourne Cup Carnival is attended by more than 300,000 visitors annually.

Our Work

We began our partnership with the VRC in 2014 with a microsite to celebrate the Club’s 150th anniversary. Our brief was to go beyond a standard campaign site. Working closely with the VRC’s historian, art curator and digital team, we crafted a compelling interactive timeline showcasing the rich history across racing, fashion and entertainment.

VRC Raceday Guide App

The site – built on a custom WordPress theme – also featured an innovative member connect function powered by an integration with the Facebook API.

Flemington Raceday Guide

Our next challenge was working with the Club to reimagine fan engagement. The result was the Flemington Raceday Guide a native Android and iOS app launched at the 2015 Melbourne Cup Carnival.

The app’s feature set includes live and replay video, mapping and wayfinding including a novel find my friends feature. Elsewhere in the app is a full race day guide and up-to-the minute public transport information.

VRC Raceday Guide App

Cisco Stadium Vision

Cisco Stadium Vision The app proudly boasts four channels of live vision, delivered via Cisco’s Stadium Vision Mobile technology, which is available to racecourse patrons. Flemington is the first racecourse in the world to deliver this technology, offering customers a connected media experience whilst on course.

VRC Raceday Guide App

Under the bonnet is a custom API and CMS and a number of integrations including Brightcove’s video platform, Public Transport Victoria’s timetable data and the first with Cisco’s Stadium Vision Mobile product by a southern hemisphere agency.

Fashions on the Field

Requiring a solution to manage votes for their coveted Fashions on the Field competition, the 2015 Melbourne Cup Carnival also saw the debut of our enterprise iOS for iPad voting management app. The app automated previously manual activities such as vote tallying, leaderboard creation and contestant ranking, delivering an efficient, accountable and robust digital solution in line with the Club’s vision as a world leader.

VRC Fashions on the Field app

VRC Responsive eBrochure

We brought the same next-generation thinking to digitising the Club’s brochures and Member handbooks. Driven by a desire to take production in-house, and faced with a cumbersome Flash-based solution, the Club’s digital team looked to us for support. Our solution was a custom WordPress theme, bringing new levels of accessibility while empowering the VRC’s digital team to take control of the production and release schedule


VRC Webstore

Our most complex project with the VRC to date has been the rollout of a custom ecommerce webstore, replacing an outdated legacy system. As part of a multi-vendor engagement we performed a heavy integration into a Microsoft Dynamics CRM system and the AMIA SmartButton loyalty engine, as well as interfacing with the Westpac payment gateway and a Sitecore-driven website.


Having built a strong partnership with the Club we are looking forward to continuing the relationship and building the VRC’s digital capability to further enhance customer engagement.


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