Late May saw Great British Racing (GBR) roll out the launch episodes in a new comic series of comedy sketches – called ‘Horsing Around’ – starring comedian and children’s author David Walliams alongside young actor Billy Jenkins.
The initiative, which promotes GBR’s new ‘Under 18s Race Free’ campaign, sees the two front a set of five short social episodes showcasing a day out at the races.
This online series is supported across the organisation’s own digital and social platforms,
Introducing our #Under18sRaceFree Campaign for 2018!@davidwalliams and Billy Jenkins begin their raceday adventure in the first episode of “Horsing Around”. pic.twitter.com/ONPqiOFC8c
— Great British Racing (@GBRacing) May 24, 2018
and forms part of an integrated marketing campaign developed by Pitch Productions and Pitch PR, following the appointment by Great British Racing in April.
The rights-holder campaign also sees the launch of a new brand identity for ‘Under 18s Race Free’: an initiative that spans all the usual visual assets spanning logo design and website look and was designed to meet a brief to ‘appeal to kids and families’.
Toby Shaw, director of marketing at Great British Racing said: “Our ‘Under 18s Race Free’ offering is incredible. There aren’t many sports that give U18s the opportunity to attend such a wide range of events throughout the year, for free. Creating a platform that appeals to both parents and kids can be challenging so working with both David and Billy allows us to do so, creating a multi-dimensional campaign that we can deliver through the summer.
“Last year our under 18s campaign resulted in total attendance at family days increasing to 264,390, up 1.13% and triple the average industry growth, whilst advanced ticket sales increased by 2.2%. We are confident that we will build on these numbers and increase the number of families enjoying a day out at the races.”
Adam Raincock, managing partner at Pitch Marketing Group added: “We’ve really enjoyed working with Great British Racing. We believe that we’ve created a stand-out integrated campaign which will grow the popularity of a day at the races for young families.”
Comment:
This is a fun and fresh approach from the racing rights holder.
Racing is the UK’s second most popular spectator sport and six million people attending a meeting each year.
To consolidate and expand this mass market, all-ages appeal, Great British Racing’s objective is to promote horse racing as a fun and affordable family day out.
Little wonder, as there are around 200 race days across the country each year and more than 50 of these have dedicated family days during the school holidays where accompanied kids aged under 18 are admitted free of charge.
Links:
Great British Racing
http://www.greatbritishracing.com/
https://www.instagram.com/greatbritishracing/
https://www.facebook.com/greatbritishracing
https://www.youtube.com/channel/UClfhbQgruVeP41G8VhYDLrw
Pitch Marketing Group
