Late June saw Great British Racing (GBR) launch a new campaign called ‘Everyone’s Turf’ fronted by former Tottenham Hotspur FC and England midfielder and current BBC football pundit and presenter Jermaine Jenas and aimed at promoting inclusivity.
The multi-channel marketing burst sets out to encourage people of all ages, genders and ethnicities to attend their local racecourse this summer when there are more than 400 fixtures to attend.
The campaign was spearheaded by a hero spot starring former football and current One Show presenter Jenas who leads a light-hearted film celebrating the breadth and depth of GBR’s summer race day offerings. It also features guest appearances from fellow TV star and ITV Racing presenter Chris Hughes and the first British Muslim woman to win a professional UK horserace Khadijah Mellah.
‘Everyone’s Turf – Jermaine Jenas Shows Off A Day At The Races’ dropped on 22 June and asks viewers ‘Can you see yourself at the races?’ whilst introducing the campaign’s #EveryonesTurf hashtag.
The lead spot was supported by a suite of social media content deployed across GBR, ambassador and race course platforms with content pieces also driving viewers to find out more online at https://greatbritishracing.com/everyonesturf/.
Can you tell a real racehorse name from a fake one ⁉️
See if you can beat @jjenas8 #EveryonesTurf pic.twitter.com/LI1wdMU55Z
— Great British Racing (@GBRacing) June 22, 2022
Whether you’re a first-timer or a regular, a race day at Catterick is #EveryonesTurf. Come see for yourself!
Our next fixture is on Wednesday 6th July, find out more at https://t.co/8k2jDz3wUY. pic.twitter.com/WG9mnhzwDV
— Catterick Racecourse (@CatterickRaces) June 28, 2022
With nine racecourses in Yorkshire and a very busy summer of flat fixtures, make sure you've got an upcoming race date in your diary.#HorseRacing #FlatRacing #Beverley #Catterick #Doncaster #Pontefract #Redcar #Ripon #Thirsk #Wetherby #York #everyonesturf pic.twitter.com/DCObCqQEGL
— Go Racing in Yorkshire (@YorkshireRacing) June 26, 2022
A day at the races is #EveryonesTurf
Exciting Racing
Great Food
Live MusicThere's something for everyone on the racecourse.
Come see for yourself: https://t.co/VgEJnflP3j pic.twitter.com/LReGIL6kX9
— The RCA (@TheRCA) June 25, 2022
GBR worked on the campaign with agency Pitch Marketing Group who conceived and created the campaign from start to finish after winning a competitive pitch at the start of the year.
“I am really excited to be part of Everyone’s Turf. The sporting action at racecourses is second to none and the range of raceday experiences on offer is setting the benchmark for days out this summer,” explained Jenas. “The stars of the sport, both jockeys and horses, will put on a memorable show at every track and there’s something for everyone at the races. Whether you’re taking your family, going with a group of friends for the music after racing, or you’re a foodie, you’re going to have a fantastic day out.”
Comment
This latest promotional campaign follows on from 2020’s ‘Just Jockeys’ and 2019’s ‘Main Match’, plus it reminds us a little of GBR’s 2018 David Walliams fronted ‘Horsing Around’.
Leave a comment
You must be logged in to post a comment.