“Strategi Solutions got under the skin of the Racecourse to breathe new life in to the brand. The design developed has given Uttoxeter an icon to work with that is totally unique to our venue and racecourse.”
What we did
(and why we did it)
Uttoxeter Racecourse
October 2016 - August 2020
Services
Marketing, Creative
The brief
To create a new brand that encompassed the heritage and location and implement a marketing strategy that would raise the awareness, profile, and footfall of the racecourse. The marketing would be rolled out across a range of print and digital channels.
Our approach
We worked with the team to scope out the project objectives and conducted micro and macro environmental research including customer research.
We focused on driving ticket sales and footfall and the best channels for impact, mass exposure and value for money from available budget. Paid social media (Facebook) and programmatic display advertising were chosen for a more targeted approach to be taken for Ladies Day, for example those included were interested in fashion, celebrities, and cocktails.
We also ran video content on ITV Livestream VOD alongside live sport to those only living in their target area. This was a cost-effective campaign that would create massive brand uplift and awareness of all fixtures being held at the racecourse.
The result
The brand was well received by all stakeholders, to the extent that Strategi have been commissioned to work on design projects with other racecourses in the group.
