Your Showcase Finalists: Marketing

With the Finalists for the 2022 RCA Showcase & Awards now out it’s time to take a look at those in the running for each of the awards.  Marketing is a new category for 2022 and celebrates excellence in the sphere of campaign execution, increasing the appeal of racing to new audiences and improving the frequency of visits amongst racegoers.

Ascot—Royal Ascot 2022: Global Audience Growth

World-class racing, high fashion and Royalty, it could only be Royal Ascot. In 2022 Ascot set about repositioning the Royal Meeting as a global lifestyle brand working with key partners, fashionistas, and influencers to widen the reach of the Royal Ascot brand. With millions of impressions across 52 global markets the campaign enabled people around the world to experience the style and excitement of Royal Ascot.

Royal Ascot 2022: Global Audience Growth

Epsom Downs—The Cazoo Derby

The Derby: Racing’s Most Spectacular Carnival. This was the vision the team at Epsom Downs set out to deliver in 2022. Bright, colourful campaign assets exuded this carnival theme and drove awareness of the classic day. With a sell-out crowd on Derby day and a record number of ticketed attendees on Ladies Day the fun of the carnival was felt across Epsom, the UK and the world.

The 2022 Cazoo Derby

Newton Abbot—Sunday Smiles

With 1 in 4 people in England experiencing a mental health problem of some kind, Newton Abbot made it their mission to spread some joy and get people smiling. Sunday Smiles was a feel-good campaign showcasing the social side of racing and the joy that people can get from it. The posts show that a day at Newton Abbot can be enjoyed by people of all ages and certainly left our judges beaming with a trip to Devon surely on the horizon.

Sunday Smiles

Pontefract—OAPs & Silver Surfers

This season saw a different type of surfer making waves at Pontefract as OAPS & Silver Surfers headed en masse to the Yorkshire racecourse. The OAP Free Day transformed a historically challenging Monday afternoon fixture into a hive of activity, generating a near 40% increase in attendance from 2019 and securing over 1,000 new pieces of marketable data. With a significant increase in on-spend on the day and over a third of attendees having already returned for another fixture, the Pontefract team are quite rightly riding the crest of this self-created wave.

OAPs & Silver Surfers

The Jockey Club—The Jockey Club’s TikTok Account

TikTok is amongst the hottest properties in social media right now, and there’s a lot more to it than quirky dances and challenges. The Jockey Club are utilising the platform to engage and educate a new audience of supporters by showcasing the care and attention the equine stars of the sport get on a daily basis. With 14 million views, 1 million likes and 50k followers gained in just eight months, The Jockey Club TikTok got a big tick from our judges.

The Jockey Club’s TikTok Account