Remember when ... in 2003
Lexus Melbourne Cup Tour commences.
The first Melbourne Cup Tour commenced in the spring of 2003. Twenty destinations were selected as part of a national tour of Australia’s most iconic sporting trophy, the 18-carat gold Melbourne Cup. Unsure of the impact of this new marketing initiative, the VRC administration was delighted with the response, subsequently opening a tender scheme each year to encourage municipal councils, tourism bodies and race clubs across the nation to nominate to have the Cup come to their town.
After 18 years, the success of the program has grown year on year so much, that the Cup now engages on a global tour each year taking in many international destinations. In 2019 the Cup journeyed to six countries and 39 destinations. The total number of destinations visited between 2003 and 2019 is 509. The Cup Tour promotes the social and cultural significance of the Melbourne Cup; raises community spirit and promotes social inclusion. It also raises much-needed charitable funds for local communities and promotes the many heroes connected with the race.