Making People Smile

Epsom Downs Racecourse

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Task

To boost revenues across ticket sales and hospitality over the whole year.

Insight

The personality of the racecourse is borne out of the flagship event in the calendar, the Derby – a unique and inclusive cocktail of entertainment, spectacle and great racing which exudes fun and enjoyment.

Solution

Epsom has quality, history and pageantry in abundance, but the unique positioning which can be applied throughout the year is that Epsom = fun. We developed a flexible brand framework and a set of integrated campaigns underpinned by the strapline, ‘Making people smile since 1779’. We communicated this message in an engaging and consistent way across all events and audiences.

Results

The brand repositioning helped raise ticket sales by 6% and hospitality by 54% across the year, with over 130k people coming to the Derby on June 5th. The work was also recognised through marketing awards in the sports, travel and leisure sector.

“They engage and motivate our audiences every time.”

Rupert Trevelyan
Managing Director

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