Cheltenham Festival campaign 2024

The Idea

Our strategy was built on quiet confidence. Instead of shouting about what we have, we chose to show what viewers get. Every camera angle. Every heartbeat. Every moment that matters.

The campaign line (borrowed from a Director and Cameraman’s parlance), said it all:

“Cheltenham 2024. We’ve got this.”

A message that reassured fans they were in safe hands — that Racing TV was there to capture everything, everyday, from 10 am to 6pm.

Visually, the campaign placed viewers behind the camera lens, seeing Cheltenham from the perspective of the broadcaster that brings it to life. Subtle live graphics and elegant design elements celebrated Racing TV’s 20 years of coverage, adding a premium touch of heritage and authority.

The Rollout

The campaign launched across owned, partner, and paid media — targeting both prospects and existing subscribers. It worked not only as a bold acquisition drive but also as a message of reassurance to our loyal audience: they were with the right brand, at the right time.

As the Festival approached, we ramped up responsiveness. Digital channels and direct messaging pushed urgency in the final two days with a half-price subscription offer that turned excitement into action.

The Results

Even following a 20% price increase, the campaign galloped home with impressive results:

• +10% year-on-year subscriber uplift

• 58% increase in new customers through paid digital media, at a 16% more efficient rate

• 83,000 players engaged with branded Cheltenham quiz games, adding 28,000 new records to the database

• 100% increase in female representation among acquired customers — a major step forward for both Racing TV and the wider racing community

The Finish Line

“Cheltenham. We’ve got this.” wasn’t just a campaign line — it was a promise kept.

In a year defined by rising competition and changing expectations, Racing TV reaffirmed its place as the home of the Festival — confident, complete, and utterly committed to the fans who make racing what it is.

Take a look at our other acquisition campaigns for Racing TV