Hope&Glory has been appointed by Great British Racing to provide PR support for its “Under 18s Go Free” summer activity.
The campaign to promote the sport of horse racing to a wider ‘social’ audience and to encourage more families to consider a day at the races will sit across digital, social and traditional PR channels.
The move comes off the back of a national survey undertaken in 2015 which showed that 86% of the general public were not aware that Under 18s went free to the races, with a third of these saying they would be more likely to attend had they known about the sport’s family offering throughout the year.
The brief will be to look at PR activations to build general awareness and drive traffic, boosting attendances over the summer months, when there are 310 racing fixtures across the country at which under 18s go free, including 58 dedicated family racedays.
The Hope&Glory team will also support on the re-design of the campaign landing page and digital activity throughout the website.
Great British Racing’s head of PR, Naomi Lawson, commented: “We’re really excited to be working with the Hope&Glory team and were impressed by the creativity and flair that they brought to the brief. A day at the races is a brilliant day out, with under 18s going free and we are looking forward to working with the team to bring that message to a wider social audience.”
Hope&Glory director Pieter Graham added: “This summer undoubtedly represents an exciting time for Great British Racing as they build on last year’s successful Under 18s Go Free campaign. With horse racing being the second biggest spectator sport in the country and with the new ITV coverage in place this is a campaign that, as an agency, we can’t wait to get started on.”
The latest client win adds to the agency's increasing sport activation work including adidas, O2, Sony, IMG and Whole Earth.