Greatest Race Meeting I

Ascot Racecourse

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Task

To build on the success of the 2007 Royal Ascot campaign and beat uplift targets for both public attendance and corporate hospitality.

Insight

Research highlighted the importance of targeting women as the social catalysts. And we understood the primary motivations of fashion, beauty and mixing with the social elite that’s unique to Royal Ascot.

Solution

The central thought in our 2008 campaign for Royal Ascot was simple and bold: the world’s greatest race meeting staged at the world’s greatest racecourse. It was vital to convey this thought with all the style and elegance associated with the Ascot brand, so world-famous milliner Philip Treacy was also brought on board.

What we created was a strong and visually distinctive campaign that was executed consistently across a range of communications including posters, press ads, online banners and customer literature such as ticket wallets.

For the high end hospitality audience we devised and produced an intricate box set to hold swing tags, maps and car park information in one highly motivational place. Any unfilled positions in the box were filled with die-cut tags which gently cross-sold forthcoming events and other corporate products.

Results

Ticket sales were up compared to 2007, including a record-breaking attendance on the final day of the meeting. And, just as importantly for Ascot, press coverage has been very favourable allowing us to build further momentum into 2009.

“We regard Agency Inc as part of our marketing team. They work tirelessly to create and deliver each and every campaign.”

John Blake
Head of Sales and Marketing
Ascot Racecourse

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