To increase membership of the ‘Colts & Fillies Club’ for children age 16 and under. Previous communications had targeted children, but had really been designed and written for adults. We wanted to engage the kids’ themselves with the Ascot brand.
We had previously witnessed the popularity of the life-size mascot, ‘Scotty’ the horse, as he was chased by a large mob of young children during a family day at the racecourse.
Our solution was to create a cartoon version of Scotty and his friends, adding colour and lots interactivity and things to do through web site games and apps, direct mail pieces, and face to face events at the racecourse.
Membership grew from 3,000 to over 10,000 children in 3 years, turning ‘Colts & Fillies’ into the biggest sports club for children in the country.
“Agency Inc have been pivotal in bringing a new audience to Ascot which has been hugely important to us over the years.”
Head of Sales & Marketing