Multi channel direct response campaign

In March 2020, just after the Cheltenham Festival campaign, came the suspension of racing and the lockdown which saw subscribers pause, cancel and defer membership renewals. In June of that year, racing became the first live sport to return.

Our objective was to kickstart paused memberships, rengage lapsed customers as well as attracting new ones. Within the messaging we needed to communicate the return of racing, but also address underlying safety concerns

Our approach. We developed a campaign with 3 phases of messaging. Phase 1 - “good to go” - reassuring announcing racing was coming back,. Phase 2 - “back” - announcing the dates and phase 3 - “up and running” signposting a return to normality across the different racecourses.

All of this Ina done in lockdown, via Zoom, in a 2 week period from mid to end of May in advance of the resumption of British racing, starting on June 1st,

The result? Racing TV’s best performing subscription driving campaign ever – 35% more responsive than previous campaigns with double the conversion rate.