Retro Bank Holiday

Goodwood Racecourse

Main-header-Goodwood

Task

To increase awareness and ticket sales for the prestigious August Bank Holiday fixture by evoking nostalgic feelings of the traditional family holiday.

For over 300 years Goodwood has staged the very best of British racing. Set high upon the spectacular Sussex Downs the racecourse is famous for it’s Glorious meeting in July but also stages top-class sporting action throughout the summer. The three day meeting staged over the August Bank Holiday is the second most important fixture in their calendar and brings together quality racing in a unique British atmosphere.

The Goodwood Estate is also well known for the Revival Meeting which takes place at the motor racing circuit each year, lending the Goodwood brand certain retro qualities which are now well established.

Insight

By leaning on the established brand reputation for retro events we can introduce a new proposition which will be trusted and believable.

Solution

We created a 1950’s style holiday poster, complete with helter-skelter, ice cream van, beach huts and deck chairs – all set against the striking backdrop of Goodwood’s iconic grandstands and thundering racehorses.

The creative concept was so liked that Goodwood began shaping the actual experience to fit the proposition. A sandy beach was constructed at the racecourse, with donkey rides for the children, and there was even a sandcastle building competition – a perfect trip down memory lane.

The campaign was launched through outdoor and press advertising, digital display ads, direct mail, e-shots and a DL leaflet.

Results

Overall attendance across the weekend increased by 43%. The retro 6-sheet posters that appeared at the racecourses were so popular with visitors that they were auctioned off for charity at the end of the race meeting.

Goodwood decided to enter the campaign at the Racecourse Association Awards in November 2012, winning the Gold Award in the marketing category.

The campaign was subsequently repeated for 2013 prompting a further increase in attendance of just over 10% over the three days. A remarkable success story.

“I’ve just seen the August Bank Holiday artwork and it still looks absolutely brilliant two years on!”

Bradley Eccleshare
Head of Marketing, Goodwood Racecourse

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