Royal Ascot

Losing relevance

Royal Ascot is one of Britain’s most iconic events. But in the constant battle for consumers’ attention, it was beginning to lose relevance as an aspirational destination.

Ascot wanted to reinforce its position as the must-attend event of the summer and appeal to a younger audience increasingly drawn to online entertainment—without losing the heritage and loyal following that made it unique.

Uncovering the drama

Through our Collisions™ process, we brought together stakeholders from across the organisation and the wider Ascot experience—from fashion designers and chefs to sponsors and members of the Royal Family.

Together, we uncovered a simple truth: Ascot is home to some of the best drama on earth. From world-class racing and pageantry to high fashion and fine dining, every part of the experience is charged with anticipation.

This became the foundation for a new campaign idea: Be Part of the Drama.

Bringing Ascot to life

We launched the campaign with a Netflix-inspired trailer telling the story of two racegoers whose paths cross during a day at Royal Ascot.

Combining cinematic storytelling, powerful music and spectacular racing, the film presented the event through the language of modern entertainment. A wider advertising campaign brought its different attractions to life through a series of dramatic film-poster-style visuals.

Building the conversation

We also developed a full social strategy designed to drive awareness, consideration and attendance.

Content ran across the racing calendar, supported by activity before, during and after key events. This kept Ascot part of the conversation and gave audiences more opportunities to discover everything the experience had to offer.

Changing perceptions

The campaign helped a new generation see Ascot differently, while preserving the heritage at the heart of the brand.

Of those who saw the campaign, 60% said it improved their opinion of Ascot, while 58% said they were more likely to consider attending.