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.

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