Turbo Charge Wave 2 Announcement
The Racecourse Association and GBR are pleased to confirm the latest successful applicants of the Turbo Charge campaigns which form an integral part of the industry-wide Insight = Growth data programme.
The second wave of applications focussed on fixtures taking place January-June 2018 with Bath’s May Bank Holiday Family Day, Musselburgh’s Easter Saturday and Newbury’s Al Shaqab Lockinge Day sufficiently impressing the judging panel chaired by Stephen Atkin with Rod Street and Toby Shaw.
A Turbo Charge campaign sees a racecourse marketing team supplemented with consultancy from Two Circles, recently voted the agency of the year at the prestigious BT Sports Industry Awards. The campaign is for a selected fixture which is proven to have the most scope to grow in attendance.
Being the second wave of applications, the standard was unquestionably higher and made for a difficult decision for the judges. “The panel were encouraged by the quality of applications for round 2 and the diverse range of racecourses and fixtures that were put forward” commented Stephen Atkin, chair of the judging panel. “The three selected, Bath, Musselburgh and Newbury, stood out for their clarity in thought, considered KPIs and ambition. I am certain all will produce worthy case studies which will benefit all RCA members and have successful campaigns working alongside Two Circles”.
Gareth Balch, Chief Executive of Two Circles, mirrored Stephen’s thoughts. “This year’s applications were of a very high quality which I’m sure gave the panel a tough morning. The team and I were most pleased to read about the successes of racecourses adopting the Insight=Growth’s Golden Rules and, because of this, feel that the highlighted events have been given the best opportunity to succeed in the future.
“Of the three selected events we are confident that we can support the racecourses to deliver successful campaigns that will result in relevant case studies for the entire industry to learn from.”
For the successful racecourses in this wave of applications, the work starts now on preparing the campaigns. Jo Hall, Chief Executive of Bath Racecourse commented “We’re really thrilled to have been selected as one of only three racecourses in the country to be part of the Insight = Growth turbo charge process. After our multi-million-pound development last year, we’re already reaping the rewards through increased attendances, positive customer feedback and an uplift in our non-raceday business but there are still lots of opportunities at Bath. It will be great to work with the Two Circles team and develop a case study that can be used by smaller racecourse to grow events.”
Rob Boobyer, Head of Marketing at Newbury Racecourse, added “We are delighted to have successfully been awarded turbo charge support for our 2018 Al Shaqab Lockinge Day campaign. We look forward enormously to working with Two Circles with the aim of delivering consistent growth for one of our premier fixtures and to applying learnings across our racing year.”
Sarah Montgomery, Senior Operations and Marketing Manager at Musselburgh Racecourse, was equally as buoyed by the outcome. “Musselburgh are very pleased to have been selected for a Turbo Charge campaign as part of the Insight=Growth programme. Easter Saturday 2018 has great potential and we are looking forward to working with Two Circles to release this – I am sure that we will learn a lot and we look forward to sharing our activity and results for everyone to benefit from.”
The first wave of Turbo Charge applications saw Hamilton Park, Doncaster and Newmarket selected as successful applicants. The first of these campaigns to take place saw fantastic results at Hamilton Park’s July Family Day whilst early signs from both Doncaster and Newmarket have indicated positive trends with advance sales.