How do you stand out among the crowd at the coveted Melbourne Cup Carnival Birdcage enclosure? G.H. Mumm put on a show-stopping performance at the Melbourne Cup Carnival with the opening of its world’s first Mumm Birdcage Theatre.
G.H. Mumm’s passion for the creative arts, innovation and celebration was encapsulated in the Birdcage Theatre, and saw a full program of outstanding performances from culinary to musical, accompanied by outstanding cuvees.
MCC 2023 was one of the brand’s most successful activations in 2023, with over 1,000 media clips and a reach of over 95 million, solidifying its number one share of voice in the champagne category over the festive period.
How do you find newness in yearly traditional events? MINT have supported G.H. Mumm in driving innovation and new stories for their Melbourne Cup Carnival sponsorship since 2019.
MINT have consistently found and managed ambassadors, guestlist and media moments to bring to life G.H. Mumm’s passion for trailblazing innovation and the creative arts. Together, they have designed programs of outstanding performances from the culinary to the musical, all accompanied by outstanding cuvees.
G.H. Mumm outperform larger sponsors across the Carnival owning the majority of column space with a whopping media reach of 70-95 million over the six-week period. This consistent share of voice lift in November, drives G.H. Mumm as the number one Champagne all the way through to Christmas.
