Event
Spotlight

Kirin Birdcage Marquee, Melbourne Cup Carnival 2025

WHAT WE DELIVERED

Each year, the Melbourne Cup Carnival transforms Flemington into one of Australia’s most iconic and highly anticipated events, welcoming thousands of guests from across the globe. EEE has partnered with Lion every year since 2018 to deliver a premium corporate hospitality experience within the renowned Kirin Birdcage Marquee. Our team delivers a highly coordinated end-to-end guest management program, combining strategic planning, logistics management, digital event solutions and premium hospitality delivery. From custom invitation and RSVP platforms to complex travel coordination, accommodation management and raceday transport scheduling, and pre raceday hair and make-up for our guests, every touchpoint is carefully curated to create a seamless guest experience. Across the 4 days of the Carnival, we are responsible for the 1600 guests of Kirin.

THE EXPERIENCE

Working closely with the Kirin Brand Team, our graphic design team developed a tailored visual identity that was seamlessly applied across every guest touchpoint, including invitations, event websites, delegate communications and on-site signage.

Personalised invitations were distributed to all guests, with all responses and travel requirements captured through our dedicated event management platform. Our Travel Team coordinated and secured all flights and accommodation on behalf of guests, ensuring a smooth and stress-free experience from the outset.

Upon arrival in Melbourne, guests were welcomed at the host hotel at a dedicated Kirin Hospitality Desk, supported by our on-ground EEE team to ensure a warm and efficient check-in experience.

On race days, guests enjoyed bespoke pre-event services including private hair and makeup within our dedicated onsite salon. Transfers to Flemington were carefully coordinated via coaches, delivering a premium and seamless arrival experience.

Throughout each day at the track, our team operated onsite within the marquee, welcoming guests, managing check-ins and departures, and working closely with racecourse security to monitor capacity, guest flow and responsible service of alcohol compliance.

From The Client

Thank you again for all your hard work and commitment this year to the Lion Birdcage Experience!

From your hard work behind the scenes getting all the correspondence looking amazing, to dealing with customers changing their plans, packing ticket wallets, working the desk and working the front door, everything that you and the team managed was executed seamlessly and with a smile.

We could not have done it without you, and just having your team on board means the business and senior leaders know we are in good hands to execute a fantastic event.

Penny Cameron - Brand Manager – National Partnerships & Experiential – Lion Australia

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