Contineo Marketing was the exclusive marketing agency for Melbourne Cup Carnival (MCC) in China. MCC is the largest event in Australia during the spring season with the highlight of lifestyle and fashion at the horse-racing courses. To showcase the brand and demonstrate the spirit of the carnival, Contineo Marketing conducted a fashion and millinery contest which attracted more than 80 fashion designers online nationwide. An offline final event, organized in Shanghai and attended by industry partners, was widely reported, generating a total of 250 coverage. Through the event, MCC had uplifted its brand positioning in the market, inspired target consumers and motivated the Chinese travel trade partners to sell the experience.