Aintree Racecourse

Best Campaign

2018 Randox Health - #theworldiswatching

Proudly partnered by Objectives

2018 saw the launch of a new brand proposition for The Randox Health Grand National Festival (RHGNF). The Grand National is the world’s greatest steeplechase race. It is watched by 10m people in the UK and 600m people around the globe. It is the sport’s greatest asset, connecting racing to its widest audience and the British public in general. It is the one race that stops the nation. The people of have a huge sense of pride and ownership in the event. The objectives of the new 2018 RHGNF campaign:

▪ Linking the global reach of the Grand National with the reputation and pride of the city to drive and attract a regional audience, supported by the Liverpool 2018 partnership ▪ Using customer insight and booking data to segment the audience into the “golden core” across the three days with a focus to Grand National Thursday (GNT) and Ladies Day (LD) ▪ To continue to capitalize on the repositioning of Ladies Day and an increase to 47,500 racegoers ▪ Launch and rebrand the first day of the Festival as “Grand National Thursday – A Day For Champions” and give it further identity through various theming and drive customer volume ▪ To maximize customer retention from the 2017 Randox Health Grand National Festival through Register Your Interest and WiFi sign-up data 20% ▪ Consistently drive general admission and hospitality sales earlier to generate urgency for all three days of the RHGN18 Festival ▪ Retain Golden Core Customers and Aquire new “Golden Core” customers

through effective audience profiling 2 Delivery: The Right Message to The Right Audience at The Right Time ‘The World Is Watching – See You There’ was the Unique Proposition for the new RHGNF campaign creative strategy using traditional broadcast and above the line media to communicate the festival as a whole in one treatment to the widest target audience. The campaign was voiced by award winning Liverpool actor, Stephen Graham to bring to life an ‘aspirational’ and ‘soft’ Liverpudlian character. Consistency of using the same voiceover and music for each media outlet was applied. TV Advert – Emotive film to tell the story of how everybody prepares for the eyes of the world to be on them. The film touches each individual journey to the Grand National. Targeted to a higher proportion of female audience – Loose Women, , Evening Drama and ITV Hub. Watch here. Radio Listen here directed a regional audience across Capital Liverpool and Radio City stations during Jan– Mar. Up-weighted in the last 2wks of each month to spike conversion close to payday. Mix of 30sec & 60sec adverts to build a higher frequency at low cost. Out Of Home (OOH) – brought a smaller amount of premium sights on major roads (mid Jan-end of Mar) instead of scattered OOH approach. Up-weighted around payday of each month. Liverpool 2018 partnership allowed global promotion through their tourism channels & website to drive local ticket purchasers. Customer Profiles – using customer insight (focus groups, work shops and ticket bookers data), we established detailed lifestyle/persona for targeted customers of GNT and LD. The customer segments for each day are outlined in supporting info, known as the individual “golden core”. The customer journey, displayed in supporting info, allowed us to communicate with the “golden core” customers of each day at the right time. Digital Media Strategy - The digital media strategy (incl. Ecomms, Display, PPC, Video, Spotify, Paid social, Affiliates) across social media channels (Facebook, Twitter, Instagram and Snapchat geo targeting in Liverpool in Nov & Dec, Spotify) served users of the desired audience (GNT or LD) with the right creative message at the right time in the customer journey. GNT creative was served within a 50mile radius to male 30+ yr. olds & LD creative was to female 25-45 yr olds within a 50 mile radius. Variety of featured content, images and video (supporting info) pertinent to the target audience of that particular day, audience segmentation included (but wasn’t exclusive to) horse betters, remarketing, interested in Liverpool, bubble drinkers, third party fashion, girls day out. PR/Media – Style photoshoot with RHGNF Ambassadors (Sam Quek, Laura Wright & ) to launch “The World Is Watching” Style campaign, exclusive to Hello! Magazine. Ticketing updates through targeted videos on social media channels created scarcity in enclosures. Register Your Interest (RYI) – At the 2018RHGN Festival, the RYI initiative allowed us to reward our customers with a presale link a week before we3 went on sale in August 2018. The Retention – 29K Wifi sign up at 2017 Grand – also targeted with pre sale access. Results

• Exceeded Register Your Interest targets with 9,000 sign ups. The pre sale window generated over £1million pounds before the general on sale date. WIFI sign ups maximised at 29,000.

• TV reach – 1.4M across Granada NW Region

• Radio reach - 960,000

• Organic Campaign Video Twitter – 32,310 Impressions; Media views 7,182; 885 Engagements • Organic Campaign Video Facebook – Total Views 45,000K

• Paid Social Media delivered 3.3million impressions and achieved 280% of sales revenue target • E-communications with a database of approx. 160,000 people, the click through rate for the Grand Guide were very strong - Thursday: 56 % open rate, 28% click through rate; Friday: 55% open rate, 24% click through rate; Saturday: 42% open rate, 26% click through rate. RHGN Pre sale delivered +17% yr on yr revenue selling out all Grandstands on GN Day prior to general sale. • YouTube & Spotify: specific to the Grand National Campaign video – YouTube: 369,395 impressions and 948 clicks. Spotify: 28,441 impressions and 267 clicks • Snapchat Geo filter was active for three consecutive weekends in December targeting Ladies Day golden core in their social groups – Santa Take Me To Ladies Day : 1-3 Dec 18,779 swipes, 488 uses, 19,855 views, 24,118 reach; 8-10 Dec 26,041swipes, 748 uses, 27,088 views, 31,796 reach; 15-17 Dec 14,728 swipes,195 uses, 8,757 views,15,908 reach • Hello! Magazine circ. 403,666 per week • Attendance figures for 2018 RHGNF: GNT 34,453 +2%; LD 50,000 +13%; GND 70,000 sellout (again) • Ladies Day exceeded all objectives selling out for the first time since 2012 • The Media, Campaign & PR Budget for 2018 was reduced by 10% and delivered an overall ROI of 18.6 +14% yr on yr. • Digital Marketing alone delivered a overall ROAS of 25.48 4 Supporting Information

• RHGNF Campaign Artwork - Main Campaign – View here ; Example of streetliner – View here - Ladies Day - View here - Grand National Thursday - View here - Free WiFi / Tick for 2019 Pre-Sale Access – View here • Ladies Day pen portrait – View here • Customer Journey vs. Communication – identifying key moments of what the customer would “Think, Feel and Do” during their own Grand National journey - Part One, Part Two, Part Three • Videos • Grand National Thursday – A Day For Champions - Watch here • Ladies Day – A Day That Belongs To Us – Watch here • Grand National Thursday Champions Lounge – Watch here • Grand National Memories – The World Is Watching – Watch here • Hello! Ambassador Photoshoot – Location 1 Parisian inspired location ‘The World Is Watching’; Location 2 on the ‘world’s stage’ with a Liverpool/British inspired style; Location 3 Spanish infused style in the ‘main arena’. Coverage in Hello! Magazine and Online ; Daily Mail Online ; Wirral Globe • Industry Coverage – Sports Industry Group • Radio Campaign – Listen here • Snapchat filter artwork – View here 5