The Procession

Epsom Downs Racecourse

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Task

To build on our success in 2010 by positioning the 2011 Derby Festival as a unique two-day carnival of fun and smiles.

Insight

In the past over 200,000 have attended the Derby, including a famous motley crew of characters up on the ‘Hill’. People go for the people-watching and carnival atmosphere, as much as they do for the big race.

Solution

In keeping with our brand repositioning for the racecourse, we set off to promote the festival as a fun event which welcomes the whole spectrum of British life from street performers to Lords and Ladies.

We created an illustrated procession of interesting characters to demonstrate the scope and inclusiveness of the Derby, in a fun and engaging way. The showy prima donna, the keen-eyed racegoer, the tantalising exotic dancer are all there with the usual suspects, to make up a striking promenade full of promise of a great day out.

The precedent for our ‘Procession‘ theme was set in engravings published in the London Illustrated News in the mid 19th century. Images of diverse crowds making their way to the Derby featured regularly in illustrated newspapers of the time.

The Derby is the single biggest attended sporting event in Britain and rightly earns the crown of ‘Britain’s biggest day out’.

The campaign included press ads, online banners, escalator panels and rail posters. As well as lamp post pennants, brochures, lift door posters, and life sized cut-out figures with QR codes directing smartphone owners to a website.

The characters were also brought to life through social media channels, each of them having their own facebook pages – with Bookie Bert offering Derby Tips, whilst Carla the Brazilian Dancer explained the intricacies of the Samba.

Commuters were also invited to join the procession at Waterloo and Victoria Stations as our characters made their way from London to board the train to Epsom Station in the run up to the big day.

Results

Public ticket sales rose again for the second year running, this time by 16%, as more than 130,000 people attended a glorious day. Ladies Day Friday also saw a sharp increase in sales compared to 2010.

“Great work again Agency Inc, well done.”

Rupert Trevelyan
Managing Director
Epsom Downs Racecourse

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