We’re all over it - 2022/23 Jumps campaign

In the racing category, TV commercials are often the area where the marketing energy and finesse is focussed. After all they are broadcast to a wide reaching audience. However, this seems to be at the expense of the performance marketing campaigns – the ones that need to work hard and deliver results, often needing to land a messages in small digital spaces. All too often the racing category defaults to “loud offers”; bright graphic design with the odd jockey thrown in (mostly unrelated to the concept) which all seem to blur into one.

We wanted to deliver a campaign that would rise above this blurred environment and deliver an emotive message we thought was compelling to race fans.

We presented Racing TV as the best channel for jumps racing, the one you can’t do without for the coming season. We wrapped up our unrivalled coverage with the unrivalled range of pundits and presenters on the channel. We also shot original photography at one of our racecourses.

The messaging was simple: The jumps – we are all over it. All over the coverage with every race live from all the best courses from in Britain and Ireland. All over the analysis, before, during and after a race. And literally all over the fences! A very confident summary with a subtle play of words for the jumps purists built in.

In Q4 2022 alone, the first quarter that campaign ran, the subscriber base grew by 1,031 new members – a 7% increase on 2021 performance. The CPA was £43.03 cheaper than the previous year.

From the Free month trial, the main campaign offer, we had 1,860 take ups. This was a massive 54% increase on the previous year and we managed to convert a huge 56% into paying subscribers.

Not bad for a content subscription brand post pandemic!

Take a look at our other acquisition campaigns for Racing TV