After negative reaction to the new grandstand during 2006 Royal Ascot, media speculated that disappointed race fans might vote with their feet. So our effort for our new client at raising attendances was made more challenging.

Our campaign helped to attract over 70% more newcomers to Royal Ascot – an amazing feat in light of the media attention the grandstand had suffered. The campaign featured simple, bold yet elegant imagery, juxtaposing the two elements that sum up Royal Ascot – the horses and the fashion.

The campaign was rolled out in outdoor posters, press advertising, direct mail packs, web banners and email marketing.