Citrus has partnered with the VRC since 2003, and in 2011 relaunched the Melbourne Cup website to capitalise on the interest and attention on the home of Australia’s biggest sporting, cultural and social event, the forthcoming Melbourne Cup Carnival.

The online relaunch aims to extend the style, glamour and prestige associated with Flemington beyond the racetrack and home of the Melbourne Cup Carnival by creating an online destination of choice for stylish occasions outside racing. The sites were completely rebuilt recently to enhance the value of the Flemington brand online while optimising business requirements.

The online experience is crucial as many people only experience what Flemington has to offer during the Melbourne Cup Carnival, and the site extends that experience beyond the racetrack by translating the style and prestige of the Flemington brand online.