Great British Racing has released the first episodes in a new series of comedy sketches, ‘Horsing Around,’ starring David Walliams and young actor Billy Jenkins to promote its new ‘Under 18s Race Free’ campaign.
The two stars feature in five short episodes showcasing a day out at the races.
The online series forms part of an integrated marketing campaign developed by Pitch Productions and Pitch PR, following the appointment by Great British Racing in April.
The campaign also features the creation of a new brand identity for ‘Under 18s Race Free’, which includes all visual assets, from logo design through to website look and feel to appeal to kids and families.
As Britain’s second most popular spectator sport, with six million people attending the races each year, Great British Racing is aiming to promote horse racing as a fun and affordable family day out.
There are 200 race days up and down the country including more than 50 dedicated family days over the school holidays at which accompanied under 18s are admitted free of charge.
Toby Shaw, director of marketing at Great British Racing said: “Our ‘Under 18s Race Free’ offering is incredible. There aren’t many sports that give U18s the opportunity to attend such a wide range of events throughout the year, for free. Creating a platform that appeals to both parents and kids can be challenging so working with both David and Billy allows us to do so, creating a multi-dimensional campaign that we can deliver through the summer.
“Last year our under 18s campaign resulted in total attendance at family days increasing to 264,390, up 1.13% and triple the average industry growth, whilst advanced ticket sales increased by 2.2%. We are confident that we will build on these numbers and increase the number of families enjoying a day out at the races.”
Adam Raincock, managing partner at Pitch Marketing Group added: “We’ve really enjoyed working with Great British Racing. We believe that we’ve created a stand-out integrated campaign which will grow the popularity of a day at the races for young families.”