Ascot has launched its Royal Ascot campaign for the 2021 event to encourage everyone to ‘be part of the drama’ from wherever they are.
This year, with a limited capacity at the venue for the Royal Meeting, it doesn’t mean the magic of the week and thrill of the races can’t be enjoyed by all, the firm said.
Royal Ascot campaign
This new campaign – produced in partnership with creative agency isobel – is a play on a Netflix type trailer celebrating all the drama that comes with the famous horse racing event. And we love it. Just what the nation needs right now!
It shows a range of people setting up to celebrate the occasion and enjoying the excitement of the racing in a number of different settings.
Some watching from the comfort of their sofa, some hosting a garden party with friends and family, and some even setting up their own car boot picnic on their driveway.
The main film was launched online across owned and paid channels and will be supported by a series of shorter social films encouraging people to ‘order in’ some ‘Royal Ascot’ magic to add to the atmosphere.
Branded picnic hampers filled with tasty treats, party packs complete with unique bunting and sweepstake kits, wine cases from the Ascot Wine Club, and a new range of apparel, accessories and homeware will all be available via the racecourse’s online shop.
Ros Robinson, Head of Marketing at Ascot, said: “We want to encourage everyone to get involved with Royal Ascot from wherever they are.
“Last year we saw lots of creative ways that people celebrated the occasion from home while watching all the action on TV.
“This year, we want to help them do that with a range of offers such as the new picnic hampers, available online for nationwide delivery, so you can have a really fabulous Royal Ascot experience wherever you are.”
Sarah Humphreys, Account Partner at isobel, said: “Just because we can’t all be at the races, doesn’t mean Royal Ascot is any less thrilling.
“We loved the fact that you can bring pieces of Royal Ascot home so that you can create your own event and really be part of the drama from anywhere.”