This summer’s must-see drama isn’t on Netflix, it’s at Ascot.

Royal Ascot felt that they were starting to lose relevance as an aspirational event in the constant battle for consumers’ attention.

We worked from the root of the brand extracting the essence of the Ascot Experience — drama. ‘Be Part of the Drama’ has reignited Britain’s most prestigious racecourse.

With cinema trailers to VOD, OOH, and a fine-tuned social strategy, we’ve created a wide-ranging multi-channel campaign that builds relevance, awareness and crucially — attendance.

Last year’s campaign saw awareness was up a striking 58% —with a knock-on effect on early bookings and ticket sales.