Ascot Race Course is holding a six-way creative pitch for its first
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,’ Danny
Homan, sales and marketing director at Ascot, said. ’We have to work on
racing’s image as a middle class or aristocratic sport and convince
people that the reality is different.’
The move has been sparked by research from National Opinion Poll, which
revealed that people want to have access to the race course more at the
As a result, Ascot has increased its weekend race fixtures in July and
August and is adding elements of entertainment that will appeal to
children, including access to the jockeys and stables.
In the past, advertising has been handled on an ad-hoc basis for
individual race days.
An appointment is expected by the end of the month.