Sport: Lady jockeys put on the ultimate show

A female jockeys-only event saw HRSM develop a campaign involving X Factor winner Alexandra Burke.

Lady jockeys: put on the ultimate show
Lady jockeys: put on the ultimate show

Campaign: Here Come The Girls
Client: Jockey Club Racecourses/Carlisle Racecourse
PR team: HRSM
Timescale: June-August 2011
Budget: £5,000

Carlisle hosted a world-first racing event on 1 August, when all the races were restricted to female jockeys. It was branded the 'Edinburgh Woollen Mill Ultimate Ladies Night'.

Objectives

  •  To raise awareness of the event in the main pages of the national press
  • To highlight the talent of female jockeys
  • To drive ticket sales


Strategy and plan

HRSM organised a photo shoot to generate media buzz around the event. An exclusive shoot with the Daily Mail was also secured and organised with ten leading female jockeys.

The race night was seeded on social media sites. On the night, HRSM ran a press office, organised two further photocalls and arranged for 2008 X Factor winner Alexandra Burke to perform after the races.

Measurement and evaluation

The campaign achieved 31 pieces of national media coverage, including the front cover picture lead in the Racing Post and a double-page spread in the Daily Mail.

Results

The event attracted a record attendance of 10,500 for a Monday night at Carlisle, 2,000 more than the corresponding fixture in 2010. More than £26,000 was raised for Breast Cancer Care and Breast Cancer Campaign on the night.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.

Max Clifford trial jury reconvenes with majority verdicts direction

Max Clifford trial jury reconvenes with majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has reconvened after being told by the judge yesterday afternoon that he will now accept majority verdicts.