Heads Will Turn

Ascot Racecourse

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Task

After negative reaction to the completion of the new grandstand following the Royal Ascot meeting in 2006, media commentators speculated that disappointed race fans might vote with their feet. Our challenge was to reach out to a new audience for the racecourse in order to increase attendance and hospitality sales at the pinnacle race meeting in June.

Insight

Women are the social catalysts in the broader demographic we targeted. Primary motivations were mixing with the social elite and the world of fashion.

Solution

We turned the focus on fashion and got every detail right with simple, bold yet elegant imagery, juxtaposing the two elements that sum up Royal Ascot – the style and the horses. An inclusive push to reach new audiences with an exclusive tone of voice.

The campaign strategy was to reach a much broader audience through geographically targeted posters, a greater emphasis on national press advertising over regional and local titles, lifestyle magazines including titles such as `OK’ and `Hello’, direct mail, digital display advertising and email marketing.

Results

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. Overall attendance rose despite a significant fall in repeat bookings from 2006. We helped the racecourse to turn a corner and established a successful creative and strategic platform for the future.

“We’re absolutely delighted with this year’s Royal Ascot campaign and the results it achieved thanks to Matthew and the team.”

John Blake
Head of Sales and Marketing
Ascot Racecourse

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