From also-ran to favourite

The insight behind all our work for this client was simple but critical: namely, that Sandown Park’s competitive set included not just other nearby racecourses – Ascot, Kempton, Epsom, etc – but leisure attractions such as theme parks and even shopping centres.

Our research identified excitement and exhilaration as racing’s most compelling attributes and our fully-integrated campaigns have worked hard to reinforce these perceptions.

We began by devising full brand design guidelines along with a new corporate identity, which we applied across the media board to web banners, DM, posters, press ads and an extensive radio campaign featuring ‘the voice of racing’, Sir Peter O’Sullevan.

Consequently we have achieved a 15% hike in attendances and a 30% reduction in costs.