Campaign: Sport - Football goes that extra furlong for racing

Campaign: 2010 PFA Football Furlong
Client: Royal Windsor Racecourse
PR team: Revolution Sports Marketing Group
Timescale: January-August 2010
Budget: £10,000

Royal Windsor Racecourse asked Revolution to promote the 2010 PFA Football Furlong, where jockeys race in the generic colours of the 20 Premier League clubs.

OBJECTIVES

- To find a suitable event title partner for Football Furlong

- To gain media coverage and support for the event and the racecourse

- To promote the event to families and sports fans alike

- To attract a new audience to horse racing and Royal Windsor Racecourse.

STRATEGY AND PLAN

Tottenham Hotspur FC manager Harry Redknapp was used extensively for media interviews and pre-event photo-shoots. Radio interviews, newspaper competitions, social networking updates and blogs on football websites all promoted the event.

MEASUREMENTS AND EVALUATION

Broadcast highlights included an interview on Gabby Logan's BBC Radio 5 Live programme with Redknapp, live coverage of the event from the racecourse on Sky Sports News and regular plugs on TalkSport. Editorial appeared in The Independent, The Times, The Sun and the Racing Post.

RESULTS

On the same raceday in 2008, there were 3,937 racegoers. The Football Furlong meeting attracted 5,359 racegoers.

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