Five of the best racing activations

With The Grand National taking place this weekend and Ascot on the horizon, Event has taken a look at some of the most creative activations hosted around the racing calendar.

Crabbie's is set to activate its headline sponsorship of the Grand National
Crabbie's is set to activate its headline sponsorship of the Grand National

Crabbie’s at the Grand National

As the leading sponsor of this week’s (9-11 April) Grand National festival at Aintree, alcoholic ginger beer brand Crabbie’s will be hosting a sampling campaign with their events team across the three days of the festival. 

There will also be 'style spotters' on Ladies Day, placed in key locations across the course, inviting visitors to have their photograph taken standing in the frames by the course. A panel of judges will select 10 finalists from all of the photos, who will then appear in the parade ring before the fourth race of the day, when the winner of the Fabulous Friday Style Award will be announced.

Coral’s digital blimp at the Cheltenham Festival

Betting company Coral launched a digital blimp over Cheltenham Racecourse as part of its activation around the racing festival this year (10-13 March).

The blimp was created by Curb Media in partnership with Aerial Camera Systems and could be seen for more than 10 miles around the course. Tethered 152 metres above the course, the installation broadcast live odds and race results while delivering a live aerial feed to Channel 4. 

Dove's Ascot Ladies Day digital activation

Last year saw Unilever brand Dove target women heading to Ascot’s Ladies Day. Kinectic Active created a one-day experiential campaign at Waterloo station in London that showcased the company’s Invisible Dry deodorant.

Ladies were given the chance to have their photo taken professionally in the middle of the station’s concourse. Images were then live-streamed to Waterloo’s digital screen. A ‘colour tally’ that displayed which colour dresses were the most popular among Ascot-goers was also displayed.

William Hill at the Cheltenham Festival

For this year’s Cheltenham Festival, Fresh created a series of 'interaction points' for bookmaker William Hill on the route from Cheltenham Train Station through the town to the race course. The campaign was designed to increase brand awareness and drive football to the local William Hill store.

Racegoers were greeted with free branded coffee and directed to the racecourse via the William Hill store by special brand ambassadors when they stepped off the train. Also on offer were several branded rickshaws dressed in the silks of past Cheltenham winners, which offered guests rides.

Musical entertainment was provided by dedicated William Hill band ‘The Favourites’, accompanied by brand ambassadors dressed like jockeys handing out William Hill scarves and race cards.

Coral’s racing micropigs at the Cheltenham Festival

Coral’s second activation at the Cheltenham Festival involved a group of racing micropigs. The cute creatures were let loose on a replica of the Cheltenham Racecourse to give guests the chance to predict the day’s winners in a fun way.

Agency Space designed the CheltenHAM Festival experience to create engaging social content for punters at the racing event and give the brand a louder voice in the bookmaking world.

Comment below to let us know what you think.

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