Brighton Racecourse was founded in 1783 and has enjoyed a rich and varied history filled with heritage, tenacity and reinvigoration ever since.
Their 2017 season opener was fast approaching and they wanted a campaign for launch that was quirky, authentic, humorous, social and bright.
After meetings with Brighton Racecourse, visits to their site and an in-depth look at their history, audience profiles and previous campaigns, we commenced work on the creative.
Thinking about the horseracing process and how we could bring that to life in an enticing way, we went for a playful take that was just right for the predominantly Brighton-based audience.
A strong, typographic-led visual features an image of a real-life jockey silk that arrived at our studio for photographing – complete with authentic mud splatters! On to this we overlaid a tri-part design inspired by the colours and patterns of traditional racing silks.
The resulting ‘Giddy up’ campaign is loud, proud, and matches the vibrancy of Brighton and its residents. The versatility of the design has led to its seamless application across the racecourse’s integrated marketing approach – with brand touchpoints including digital, print and outdoor advertising.
The campaign resulted in three times as many tickets being booked for this year’s season opener than for 2016’s. The campaign has also had a residual effect on sales for the whole season, with a general upward trend in ticket sales reported by the racecourse.