- Ascot Race Course is holding a six way creative pitch for its first ever branding campaign.
The press and radio campaign, which will break this summer, aims to widen the appeal of the race course and increase attendance figures.
"The emphasis will be on getting more people through the gates," said Danny Homan, sales and marketing director at Ascot. "We know we have to work on racing's image as a middle class or even aristocratic sport and convince people that the reality is actually very different."
The move has been sparked by research commissioned through National Opinion Poll, which revealed that people want to have access to the race course more at the weekends.
As a result, Ascot has increased its weekend race fixtures in July and August and are adding elements of entertainment that will appeal to children, including access to the jockeys and stables.
"More than half a million people visited us over 25 race days last year," Homan added. "Our attendance has increased by 30 per cent over the last four years and we are looking to continue our growth."
In the past, advertising has been handled on an ad-hoc basis for individual race days, including the De Beers Diamond Day, the Ascot Festival and Royal Ascot.
An appointment is expected by the end of the month.