Greatest Race Meeting II

Ascot Racecourse

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Task

Having planned and delivered a successful creative and communications strategy for Royal Ascot in each of the previous two years, our task was to reach and exceed ever-higher targets for both public attendance and corporate hospitality.

Insight

New research reaffirmed our focus on women as the principle organisers for a day at Royal Ascot amongst the broader, occasional race going community. Racing and the Ascot setting were clearly important, but the primary motivation was to be amongst society’s fashionable elite for a day.

Solution

For 2009 the world famous British designer Vivienne Westwood agreed to provide the dress and styling, and to oversee the photo shoot, which again brought the interaction of beauty and racing to life in the stunning Berkshire countryside.

Our media strategy continued to shift the emphasis towards national channels and lifestyle publications, and away from regional titles and sports media. The national campaign launched through a heavyweight outdoor blitz, coupled with national press and lifestyle magazines, as well as a suite of online display banners, MPUs and skyscrapers. Emails, direct mail and regional door drops completed the below the line elements of the campaign.

Results

Royal Ascot ticket sales increased for the third consecutive year, this time by 8% compared to 2008. This result was all the more remarkable in that it came in the face of a global recession which reduced overall racing industry attendance across the 60 UK racecourses by an official figure of more than 10% in the same year.

“Agency Inc is certainly an agency that we can trust and we are very comfortable with the relationship that we have. Since Agency Inc joined us in September 2006, attendance figures have gone up and up, which is great.”

John Blake
Head of Sales and Marketing
Ascot Racecourse

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