Brief: Increase raceday attendance.
Brand Opportunity: Reposition the racecourse as
Britain's friendliest.
How Research & Strategic Planning helped:
Lifestyle Segmentation showed the most lucrative target audience to
be the high spenders, those who love the social aspect of horse
racing as well as corporates. A new Customer Relationship
Management Policy was recommended as well as new pricing and the
addition of improved catering facilities.
How Creative helped: A small but perfectly
formed campaign was created that included advertising, brochures,
direct mail and an upgraded website. The 'Love Kelso Racecourse.
Love a great day out.' campaign promised both old and new customers
a fun, sophisticated day out.
The result: In a three month period vistor
numbers increased 67% with a 94% increase in revenue.