Best use of data in a marketing campaign: Like Nowhere Else by Ascot Racecourse

Ascot Racecourse used customer data and feedback to identify an opportunity around super premium hospitality.

Best use of data in a marketing campaign: Like Nowhere Else by Ascot Racecourse

WINNER: Like Nowhere Else by Ascot Racecourse

As a result of its research, the refurbishment of the Parade Ring Restaurant helped to sell out across all five days of Royal Ascot. Investment in the Royal Enclosure supported an 8% price increase to £108, improved pace of sales, increased in-venue spend and improved customer feedback.

Customer research and socio-economic profiling identified a market for upgrade facilities or products that were "bolted on" to a ticket purchase creating additional revenue.

Partners such Bollinger and Lavazza invested in new facilities, and role-specific measures were introduced to empower staff and help them to reinforce brand values.

Staff performance at Royal Ascot 2015 was rated higher in customer exit surveys than previous years.

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