Pitch and proof

With a brief to announce new sponsorship partnerships for the June and November two day festivals, our team were tasked to secure the position of Down Royal Racecourse as the place to visit for horse racing in Northern Ireland. Through the production of a video to promote ‘A New Era of Down Royal’, the promotion of headline sponsors as well as collaborations with key influencers, the two-day Summer and November Festivals were perfectly positioned at the heart and soul of the horse racing calendar.


With a focus on media relations, influencer marketing, sponsorship and event management, our PR team were briefed to implement a campaign involving key aspects of Down Royal’s Summer and November Festivals. From selection of judges for the Best Dressed Competition, to influencer marketing and messaging, photography and videography, copyrighting and the promotion of the events within key NI and ROI daily, sporting and business press. In addition, pre-promotion efforts and on-the-ground support was central to campaign success.


The November Festival was launched at a prestigious event at Hillsborough Castle which was attended by key representatives from the horse racing fraternity, media and key influencers, and saw the first airing of a video to showcase the history and future plans of racing at Down Royal. Throughout the Festivals themselves, activities including ‘Best Dressed’ were undertaken to bring added value to attendees’ experience. With a record number of entrants and spectacular prizes, ‘Best Dressed’ proved to be a highlight at both Festivals.


The campaign produced opportunities to see of over 40 million across both June and November Festivals. A combined total of 126 pieces of earned coverage across broadcast, traditional print press and online media, a social media reach of over 2.3 million, added to 4 strategic collaborations undertaken with relevant influencers in the ROI, UK, and Northern Ireland. Both events welcomed footfall of over 10K each.