That ‘Cheltenham feeling’

Post lockdown and with cost of living increases it was becoming tougher to acquire new customers. This year crowds were back at Cheltenham and race fans up and down the country were getting a little more excited than usual about the up and coming festival.

Our objective was to develop a hard working campaign that capitalised on the excitement of crowds being back at Cheltenham.

Our approach was to dramatise the excitement and anticipation race fans up and down the country would be going through..

Visually we wanted hero the returning fans’ and capture their emotions. By cutting them out and mono-chroming the background we put the spotlight firmly on the racefans themselves, getting that Cheltenham feeling. 

The campaign featured press, digital, social, racecourse media, direct mail, email and programmatic placements.

The results. During the Festival not only was the campaign up on new customer acquisition targets, it managed to perform a massive 56% better than previous years to stem churn.

Cheltenham member pub experience

Social posts dramatising Racing TV’s coverage of all 7 races live on the Cheltenham card, against ITV’s 5.

Take a look at our other acquisition campaigns for Racing TV