Case study
Newmarket Racecourses
Launching a new Classic
Client
Newmarket Racecourses are the world’s oldest and most prestigious racecourses, with the annual July Meeting the highlight of the summer calendar. In 2004 Media Managers was appointed to manage all national media planning for Newmarket Racecourses.
Campaign objective
We developed a new initiative between Newmarket Racecourses and Classic FM, the UK’s largest commercial radio station, to bring the best of the classical music world to some of the best racing of the summer.
Strategy and implementation
Upon appointment in 2004, Media Managers conducted a thorough audit of the existing media plans, leading to a comprehensive revision of the media programme:
The inaugural Classic FM Meeting in July 2005 saw an afternoon of first-class racing followed by a performance by Classic Brit Award-winner Katherine Jenkins in concert with the National Symphony Orchestra.
The deal followed months of negotiation and included the title rights of the raceday in partnership with Classic FM. The station also supported the race meeting on-air and across its national broadcast, print and digital media platforms. By bringing together two very successful, highly complementary brands for the first time, each gained genuine added value.
Results
The 2005 Classic FM Meeting race day achieved an 80% increase on pre-bookings against the same day in 2004, exceeding client expectations. The event itself drew strong reviews, paving the way for a Classic FM Meeting at the 2006 July Festival.
