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BROWNIE'S BLOG: MAGIC MILLIONS CARNIVAL WEEK - ALMOST THE COMPLETE RACING MARKETING PACKAGE

By Damian Browne | Thursday, January 9, 2020

Brownie’s Blog is the weekly blog of multiple Group 1 winning jockey Damian Browne. In this edition Brownie looks at the carnival that has ‘got a bit of everything for everyone’ as he talks about the grand scale of the Magic Millions concept … and its delivery on so many fronts … and the positive effect it has on racing, not least in the way it introduces racing to the younger generation. This Brownie’s Blog – exclusive to HRO.

Magic Millions week is without doubt the best horse racing promotion week in Queensland with off track activities like the polo and the beach gallops (to engage with general public), the high-profile sales (for both the hardened and the hopeful investors) all topped off by a $10 million race-day (for all racing enthusiasts).

It is fair to say it is almost the complete racing marketing package for both celebrities and the layman. It really is. It’s got a bit of everything for everyone … and I think the timing of the year is a big thing too.

Obviously, there is nothing in the way of carnivals in Sydney and Melbourne which takes away any distraction. We’ve just had Christmas and New Year festivities and people are still very much in that festive holiday mode.

What better place to be doing it than the Gold Coast?

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The Magic Millions Carnival has always been one of the big events on the racing calendar but I think in the last five or six years … with the publicity, the television coverage and the social media we have now … it’s gone to a new level.

Hats off the Gerry Harvey and his whole marketing team. They seem to be able to bring something new every year and change it up all of the time so that it doesn’t get stale. That’s what people want.

The are the standard promotions though … and arguably none are more impressive than the beach gallops. They are a very important part of proceedings, not just for the spectacle, but for the way it introduces racing to the younger generations.

Kids form a high percentage of the spectators and they line the fences to watch the horses. They can get up so close to the horse and riders on the beach. While the jockeys are on the horse they can move along the fence and high five the crowd and the kids love that. Those are memories that they will hold for a long time. That is one way to get them into the industry.

They get the right characters to ride there as well … you know the Noel Callow’s and the Tommy Berry’s, people who like to play up to the crowd and get them involved and make certain it is a fun event.

It can only be good for the industry!

Full article

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Damian Browne
Damian Browne
Frankie Dettori shows off his famous dismount to the crowd at the Magic Millions beach gallops. I do worry about that dismount though … although, with all of the big race winners he has ridden, I guess he has had a lot of practise!
Frankie Dettori shows off his famous dismount to the crowd at the Magic Millions beach gallops. I do worry about that dismount though … although, with all of the big race winners he has ridden, I guess he has had a lot of practise!
Michelle and Stevie Payne were also star attractions. They even had James Cummings and Godolphin taking a back seat

Photos: Graham Potter
Michelle and Stevie Payne were also star attractions. They even had James Cummings and Godolphin taking a back seat

Photos: Graham Potter
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