Title: Racing Spirit
Media agency: BrandConnection
Account director: Rachel Littlewood
Marketing director: Chris John
Client: British Horseracing Board
Brand/product: Racing Spirit
Media/brand manager: Ed Coke
BrandConnection, the British Horseracing Board and The Sunday Telegraph teamed up to reach racing enthusiasts and inspire the next generation of racing fans - with a budget of just £200,000. In eight weeks, from brief to campaign launch, they produced an activity programme underpinned by the theme "Racing Spirit". First, a photography competition. The winners then featured in The Sunday Telegraph Magazine, a BHB calendar and at exhibitions staged at major racecourses. BHB also sponsored the premiere of the horseracing film Seabiscuit while its competition was underway.