Making a day at Newmarket Racecourse attractive to younger and family audiences
Client
Services
- Social Media
- PR
- Travel & Leisure PR
- Content Creation
Sectors
- Travel & Tourism
After research revealed that Newmarket Racecourse – ‘The Home of Horseracing’ – was often seen as inaccessible or unaffordable by families, couples and younger audiences, we were brought in to challenge these outdated perceptions.
While regular racegoers were happy to travel long distances, our insight showed a disconnect with local audiences within 30 miles, who didn’t view Newmarket as a go-to for a fun day out. Knowing peer recommendations were more influential than traditional media, we launched a micro-influencer campaign targeting local parenting bloggers and young couples, encouraging them to share authentic experiences of a day at the races – from casual visits to dressed-up outings – across social channels and blogs.
The campaign helped reframe a day at Newmarket as friendly, flexible and family-friendly, with messaging focused on accessibility and affordability. Influencers posted before, during and after attending, ensuring both immediate social reach and long-term content visibility.
Results
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0 - local influencers engaged
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0 - social posts created
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0 - total social reach
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0 - Instagram stories reach
Key Insight:
We identified that there was an opportunity for Newmarket to own the space of the ‘friendly racecourse’, highlighting accessibility, affordability and fun to ultimately broaden the appeal of the races. Key to that was that you don’t have to dress up, that there are a range of ticket prices available and that under 18s go free.
