To develop an integrated creative campaign for Ascot’s Countryside Raceday.
The Countryside Raceday has become a popular event in the Ascot calendar, with terrier racing, climbing walls, pony rides, hawks, and baby ducks.
Our primary objective was to engage with mothers of young children, an audience that are highly targeted by a mass of other leisure venues, all of whom tend to fill their advertising with images of bouncy castles, painted faces and smiling children.
However, a single image which is relevant to the proposition can of course be much more engaging than multiple images and messages crowded into the same space.
Cute animal images are almost irresistible to this target audience, instantly engaging young mums and children and giving us an opportunity to explain what’s on offer.
We decided to simplify the proposition and focus on just one of the many elements on offer during the action-packed day. The star of the piece was `Donald’ from the Quack Pack, who patiently posed for our photo shoot in the jockey’s locker room at Ascot. The resultant campaign has launched through press, magazines, online advertising, HTML emails, and social media channels.
Donald received a multitude of flattering comments and likes on facebook, but is so far coping well with the pressures of fame and constant media attention.
Attendance and revenue targets for the day were all exceeded, and Ascot took another step towards re-establishing the brand as a confident, high quality, aspirational leisure venue.