Background

Cheltenham is the beating heart of the racing world — the most prestigious and celebrated meeting in the calendar. It’s where dreams are realised, legends are made, and history is written.

For Racing TV, Cheltenham isn’t just another event. It’s the moment to own the conversation — to cement itself as the go-to TV destination for the Festival. The only channel offering the full, uninterrupted viewing experience: every race, every insight, every emotion. Nothing left out.

Challenge

Racing TV’s Cheltenham coverage remained unparalleled — on air from 10 a.m. to 6 p.m. every day, showing all 28 races, including 4 exclusives. However, this was 4 fewer exclusives than the previous year, meaning competition felt that bit closer.

Our challenge was to reaffirm Racing TV’s dominance — to make it clear that while others offered glimpses of the action, Racing TV delivered the whole story.

Strategy

We set out to land one simple, confident, and compelling message:

“We’ve got the lot.”

Borrowed from the language of sport, the phrase captures completeness, confidence, and superiority — everything Racing TV stands for at Cheltenham.

The message positioned Racing TV as the only true home of the Festival — offering:

• All 28 races live (including 4 exclusives)

• The best presenters and pundits in the business

• Expert build-up, analysis, and tips

• A seamless, uninterrupted broadcast

To convert interest into action, we paired it with a powerful call to action:

“Switch on in seconds.”

This immediacy invited fans to join the excitement instantly — driving subscriptions in the heat of the moment.

Execution

The creative brought Cheltenham’s energy to life through a bold, dynamic visual identity — a stylish montage celebrating the thrill of the Festival.
Each execution flexed across colour, messaging, and offers to remain fresh and responsive throughout the campaign.

The campaign ran across multiple channels:

• Acquisition media: TV, digital, print, and outdoor

• Retention communications: Email, on-channel promotion, and CRM, reassuring customers they were with the right brand for the key racing period

• Responsive channels: In the final run-up, we introduced targeted digital activity and direct mail, leading into a final two-day half-price offer to maximise conversion.

Results

The “We’ve Got the Lot” campaign positioned Racing TV as the undisputed home of Cheltenham.
It captured the emotion and energy of the Festival, reassured loyal subscribers, and inspired new audiences to join — proving that when it comes to the greatest week in racing, Racing TV truly has the lot.

Take a look at our other acquisition campaigns for Racing TV