The Ascot Difference

Ascot Racecourse

Layout 1

Task

As well as developing integrated campaigns for the major race days, one of the greatest challenges has been to develop a brand and advertising style which is flexible enough to be adapted to an ever widening variety of audiences and purposes, for both racing and non-racing events.

Insight

We proposed that the racecourse can be defined by the brand qualities of the high-profile Royal Ascot, consistently applied to any event for an easy access point for occasional or first time racegoers.

Solution

We’ve achieved a look which is unmistakably Ascot, but which appeals to the family market as much as the corporate audience, with themes and images that are appropriate to each.

The ‘Ascot difference’ is conveyed via consistent use of imagery, humour and the brand values of Royal Ascot.

Results

9% increase in attendances across the entire year as the racing industry as a whole slumped by 10%.

“Agency Inc do all of our advertising, direct marketing and design work. They really understand our brand and have helped re-establish Ascot as a cherished part of British life.”

John Blake
Head of Sales and Marketing
Ascot Racecourse

Main_image_The-Ascot-Difference_01
Main_image_The-Ascot-Difference_02
Main_image_The-Ascot-Difference_03
Main_image_The-Ascot-Difference_04
Main_image_The-Ascot-Difference_05
Main_image_The-Ascot-Difference_06
Main_image_The-Ascot-Difference_07
Main_image_The-Ascot-Difference_08
Main_image_The-Ascot-Difference_09