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Briefed with raising awareness of the 32Red Winter Festival, we created a powerful campaign to reflect the magnitude of the biggest event of the year at Kempton Park Racecourse.
Mindful that The King George VI Steeple Chase is one of the most prestigious races to win as a jump jockey, we embraced the on trend regal theme and devised the concept “Winter is coming: Only one will claim the throne.”
The campaign was promoted not only through digital and traditional channels (including the world famous Piccadilly Circus billboards), but a dramatic life size throne was created from the birch wood used for the racecourse’s fences.
Our clients at the Jockey Club Racecourse were impressed with our fresh approach of focusing on the winner yet to be crowned, especially the concept of boosting engagement and social interaction with racegoers who could sit on the throne and share images online.