Epsom Downs Racecourse
To raise awareness of family focussed bank holiday race days at Epsom Racecourse, predominantly through regional media channels crowded with images of bouncy castles, face painting and happy children.
The ‘fun’ proposition is highly motivating to this target audience, but the Epsom message will only be comprehended if we can differentiate a fun day at the races from the clutter of competitive leisure options available to families.
Our previous repositioning work for the racecourse was to brand the destination as a fun venue all through the year, with the strapline, ‘Making people smile since 1779’. For the Family Day we simply shot jockeys on space hoppers, creating an engaging image which screamed fun and which drew our audience in to consider the proposition (and the face painting and bouncy castle!).
The campaign strategy was to raise awareness through regional press, county magazines, posters and bus media, whilst prompting responses and bookings through email, direct mail and online banners, all supported by a themed landing page.
Over 11,000 people attended the family fun day, easily exceeding the budget set by the racecourse.
And on the day itself, in keeping with the brand repositioning, Epsom organised an actual jockey’s race on space hoppers down the finishing straight, much to the delight of the family audience – a perfect example of life imitating art.