Ancticipation

Cheltenham Racecourse

Header–anticipation2

Task

To help raise corporate sponsors for Cheltenham Racecourse.

Insight

Blue chip Marketing Directors often fail to see how their brands might be aligned with a particular sporting event, and they are overwhelmed with approaches and sponsorship opportunities, most of which are simply ignored.

Solution

We devised highly bespoke versions of a direct mail piece for each prospective sponsor – carefully targeted by size, location and their interest in horse racing. Individual brochure covers showed the company’s logo on a racing horse’s saddlecloth – exactly what they would get if they were sponsors. The covers could be seen enticingly through a window in the mailpack box, accompanied inside by a letter and VIP badge inviting them to Cheltenham as guests, to sample the sponsorship opportunities first hand.

This was a radical solution which pushed the capabilities of printingtechnology at the time, combining digital and litho processes, all of which was powered by a massive database which carried the bespoke artwork.

We targeted and qualified over 600 prospective sponsors, each of whom received a bespoke direct mail pack and follow up communications which were all tailored to their brands.

Results

The campaign paid for itself eight times over, raising over £250,000 within six months, as well as providing further leads from companies that were interested in other commercial opportunities at Cheltenham.

And we know that this unique approach to obtaining sponsorship has since been copied and recreated by various sports teams and major venues in recent years – and it’s still working!

“Agency Inc produced imaginative creative materials to brief and on schedule. I would have no hesitation in recommending them.”

Peter McNeile
Director of Sponsorship
Cheltenham Racecourse

Main_image_Anticipation-Cheltenham_01
Main_image_Anticipation-Cheltenham_02
Main_image_Anticipation-Cheltenham_03
Main_image_Anticipation-Cheltenham_04
Main_image_Anticipation-Cheltenham_05
Main_image_Anticipation-Cheltenham_06