Sport - Women race to make their voices heard

Campaign: The Filly Factor
Client: Racing For Change
PR team: In-house
Timescale: March-July 2011
Budget: £25,000

Horse racing organisation Racing For Change wanted to broaden the appeal of the sport through its Love The Races campaign.

Objectives

- To increase interest in horse racing among younger women.

Strategy and plan

The PR team launched The Filly Factor, a competition to find Britain's first female commentator. It was promoted through press releases to the racing press and wider media, alongside a website, Facebook page and Twitter feed. Three racecourses hosted competition rounds, where 24 shortlisted participants 'called a race' in front of a judging panel. Two finalists competed head-to-head at Ascot racecourse for a commentating training course prize. Racegoers and At The Races TV channel viewers voted by text.

Measurements and evaluation

The campaign generated more than 150 pieces of coverage including in The Sun, The Guardian and the Racing Post, and on Heart FM and BBC Radio 5 Live. The competition finalists appeared on BBC1, Channel 4 and Sky Sports News.

Results

There was a 12 per cent increase in female racegoers for The Filly Factor final compared with the same Ascot fixture in 2010.