{"id":225295,"date":"2023-04-26T15:04:52","date_gmt":"2023-04-26T15:04:52","guid":{"rendered":"https:\/\/smithfieldagency.com\/?post_type=project&#038;p=225295"},"modified":"2023-05-09T15:10:29","modified_gmt":"2023-05-09T15:10:29","slug":"royal-ascot","status":"publish","type":"project","link":"https:\/\/smithfieldagency.com\/project\/royal-ascot\/","title":{"rendered":"Driving Racegoers Back to Royal Ascot"},"content":{"rendered":"\n[et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; admin_label=&#8221;Planning for Performance&#8221; _builder_version=&#8221;4.21.0&#8243; _module_preset=&#8221;default&#8221; background_enable_color=&#8221;off&#8221; background_image=&#8221;https:\/\/smithfieldagency.com\/wp-content\/uploads\/2023\/04\/cs-royalascot-banner.jpg&#8221; height_tablet=&#8221;&#8221; height_phone=&#8221;270px&#8221; height_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;24vh||28vh||false|false&#8221; custom_padding_tablet=&#8221;14vh||14vh||false|false&#8221; custom_padding_phone=&#8221;7vh||7vh||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; custom_padding_last_edited=&#8221;on|phone&#8221; admin_label=&#8221;Smithfield Difference&#8221; _builder_version=&#8221;4.20.4&#8243; background_enable_color=&#8221;off&#8221; background_enable_image=&#8221;off&#8221; background_size=&#8221;contain&#8221; background_position=&#8221;center_right&#8221; custom_padding=&#8221;5vh||6vh||false|false&#8221; custom_padding_tablet=&#8221;4vh||4vh||false|false&#8221; custom_padding_phone=&#8221;1vh||1vh||false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.20.4&#8243; custom_padding=&#8221;|||&#8221; animation_style=&#8221;slide&#8221; animation_direction=&#8221;right&#8221; animation_intensity_slide=&#8221;1%&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.21.0&#8243; text_font=&#8221;||||||||&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_font_size=&#8221;50px&#8221; header_2_line_height=&#8221;1.1em&#8221; custom_margin=&#8221;29px||20px|||&#8221; header_2_font_size_tablet=&#8221;48px&#8221; header_2_font_size_phone=&#8221;33px&#8221; header_2_font_size_last_edited=&#8221;on|phone&#8221; global_colors_info=&#8221;{}&#8221;]<h2>Driving Racegoers Back to Royal Ascot<\/h2>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.20.4&#8243; text_font_size=&#8221;16px&#8221; text_line_height=&#8221;1.8em&#8221; header_3_font=&#8221;||||||||&#8221; header_3_font_size=&#8221;25px&#8221; header_3_line_height=&#8221;1.4em&#8221; width_tablet=&#8221;100%&#8221; width_phone=&#8221;100%&#8221; width_last_edited=&#8221;on|phone&#8221; custom_margin=&#8221;||||false|false&#8221; header_3_font_size_tablet=&#8221;22px&#8221; header_3_font_size_phone=&#8221;22px&#8221; header_3_font_size_last_edited=&#8221;on|phone&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;]<h3>Challenge<\/h3>\n<p>Royal Ascot 2022 was back to full capacity following Covid &#8211; and the ambition was to make it the best ever.<br \/>Key objectives of the media strategy were to increase attendance, especially from racegoers new to Ascot, and increase ROI.<\/p>\n<h3>Planning<\/h3>\n<ul>\n<li>Data revealed two key customer segments: \u2018early birds\u2019 and \u2018late buyers\u2019.<\/li>\n<li>Our phased approach up-weighted during peak ticket demand and fell during quieter periods, minimising wastage.<\/li>\n<li>A soft launch targeted \u2018early birds\u2019 with an omni-channel digital presence &#8211; search, social, display \u2013 plus radio and video.<\/li>\n<li>The full campaign targeted both segments with TV, cinema and OOH from mid-March to mid-May, when the focus shifted to the late buyers.<\/li>\n<li>As the creative approach centred on &#8216;Drama&#8217;, we chose media channels with the most dramatic impact &#8211; cinema and large-format OOH.<\/li>\n<\/ul>\n<h3>Performance<\/h3>\n<p>All targets were exceeded: the highest number of racegoers to Ascot since 2018 and a campaign ROI of \u00a37.33 for every \u00a31 spent. 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