Cheltenham 2020

We drove paid subscription sales for Racing TV ahead of the 2020 Cheltenham Festival utilising a multi-platform approach across two markets.

Goal

In the lead-up to one of the biggest Racing events of the season, our main objective was to maximise subscription sales for Racing TV in the UK and Ireland, ahead of the 2020 Cheltenham Festival.

Strategy & Execution

Using a year and a half’s worth of data, we created two bespoke market approaches across four digital and social channels to drive broadcast subscriptions.

We heavily retargeted the audiences we built during January and February with a discounted offering (50% normal price), while continuing to prospect new Racing audiences.

Utilising a mix of video, static and gif creative, we hit users at multiple touch-points and consequently pushed them further down the funnel towards conversion.

This strategy allowed us to increase Cheltenham sales YoY from our 2019 Cheltenham campaign.  

Results

This campaign outperformed our 2019 Cheltenham campaign, delivering a 547% increase in year-on-year paid subscriptions, a 20% increase in year-on-year website traffic and a 343% year-on-year increase in web additions.

Working in tandem with Racing TV’s above-the-line media, we aided in growing the Racing TV base by 47% during the Cheltenham campaign.