Media Awards 2004: Best Financial and Corporate Campaign


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.

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