Love the Races
Our brief was to promote horseracing as a fun day out, showcasing the social and stylish aspects of the fixtures, educating new audiences and catering for BHA’s existing, substantial customer base. The strategy began with an interactive game – www.myracingface.com – where users could create their own racing avatar to share through social networks and raise awareness of the sport.
Next, we developed lovetheraces.com, an engaging and content-rich website that contains a wealth of fashion guides, beginners guides, course information, photographs (both user-generated and from ‘spotters’), event guides and competitions.
To give the online experience a more personal feel, a diverse number of brand advocates were recruited, with these ‘Voices’ tasked with attending races and uploading their photos, videos and experiences.
With a 100% increase in site traffic in the last three months, the strategy has created an innovative, evolving and interactive way of highlighting that a day at the races offers something for everyone.
