We were briefed to help create a seasonal campaign called #Stirrupsummer encouraging families and children to attend horse racing over the summer period. Great British Racing needed to show how a race day was not all about gambling, but could be a fun filled, informative and enjoyable family day out. The visuals would needed to entice a wide target audience, adults as well as children from the age of 8 -18. The campaign would need to be accessible and feature across many different media platforms..
First of all we created a brand identity which was rolled across a fully responsive website. The website needed to attract the younger demographic. The design is fresh, funky and appealing to the target audience. We needed content that would engage the user. The site features various competitions, like ‘Hip Clop’, a rap based competition with X Factor’s Reggie ’n Bollie, also ‘Design your own shoe’ which was promoted by Casper Lee and his 7 million YouTube followers (users were encouraged to design their own horse shoe and Casper eventually picked the winner). The site also features videos from DJ and presenter Sara Cox, quizzes, a horse name generator as well as a mobile and desktop friendly game called ‘Giddy Up’ where players must finish the race in the top 3 places.
We also created online and offline advertising, running an advert on the back cover of Time Out. Brand guidelines were also produced. The campaign was heavily supported through social media channels with the content from the various competitions as well as the promotional graphics we created.
The site has been a huge success and has brought many families to have fun days out at the races over the summer of 2017.
Fred Motley, Senior Digital Marketing Executive, Great British RacingLaunch website