It was both an honour and a challenge to enhance the standing of the iconic Cheltenham Festival and grow visitors across the jump race season.
There is something appealing about the simplicity of some briefs. Grow visitor numbers, improve budget efficiency and protect/polish our reputation. Oh, and integrate with our other partners to improve synergies/outcomes.
Over the seasons we worked with Cheltenham (before wholesale changes to their entire team saw them sadly leave us), we rather appropriately cleared every one of their brief’s hurdles and achieved much more besides.
We repositioned the brand, we used insight to drive better media reach and cut-through, we tested new options and we added in ideas to the racing days themselves.
Input which, alongside the other agency partners, and with our client’s passion, energy and devotion, led to record breaking crowds one season after another, even through the tail end and aftermath of a deep recession.
What could be more fun than working in a great team to plan winning marketing campaigns from a private box overlooking one of the world’s most famous racecourses with the Cotswolds in the distance.
We also stretched our services to manage the entire marketing budget on the client’s behalf, ran a training day on sales techniques with our New Business Manager and we conceived of, and had built, the racecourse’s own poster sites to promote events to the considerable traffic passing the site.