Cheltenham Festival campaign 2024

Cheltenham is the biggest and most famous meeting of the racing calendar. It’s where all the Jumps season questions are answered and racing history is made. We wanted to position Racing TV as the goto premium TV brand for Cheltenham, delivering the full viewing experience of the Festival.

 On air uninterrupted from 10am to 6pm and showing all 28 races live, Racing TV is the only channel to deliver this experience. In fact, this year was the 20th year Racing TV were delivering Cheltenham coverage.

 Our strategy was simple – rather than make claims and say what we have, we wanted to show what you get on the channel - and do so in a highly confident and collaborative way.

 “Cheltenham. We’ve got this” was the campaign line, reassuring racing fans that every race, every moment was captured on camera and covered on channel. Visually our campaign puts race fans behind the TV camera, with a subtle hint of live graphics supported by a premium nod to the 20 years of coverage.

 As well as launching to prospects across a range of owned, partner and paid media, the campaign was also used heavily across retention, reaffirming our commitment to the subscriber base and reassuring customers they are with the right brand. Towards the Festival we added more responsive channels to the mix and changed the messaging on the final 2 days to deliver a more urgent, responsive half price offer.

The campaign - launched just one month after a 20% price increase - still achieved a massive 10% uplift YOY in subscribers. Paid digital media performed particularly well delivering a 58% increase in new customers at a 16% more efficient rate.

Over the 4 day Festival we had 83,000 players engaged with branded Cheltenham multi-choice quiz games and from this added 28,000 new records to the database.

Female representation of acquired customers was also up by 100% YOY which was a really positive stride not just for the brand but for the racing category.

Take a look at our other acquisition campaigns for Racing TV