Ampersand’s advertising campaign for Chester Racecourse is a winner!
Ampersand first started working with Chester Race Company in June on an advertising campaign for Bangor-on-Dee Racecourse. Following the success of that campaign, Ampersand was invited to tender for Chester Racecourse’s marketing and advertising for the 2009 season.
Ampersand was delighted to be awarded the contract for general ticket sales in September and was immediately commissioned to produce an outdoor and print advertising campaign supported by a tactical direct marketing campaign for both Chester and Bangor-on-Dee.
Working closely with the marketing team at the racecourse and using available data sources, Ampersand developed the creative approach for the campaign across all media with the aim of attracting early purchases and cross-selling other festival race meetings.
The result of the campaign has been phenomenal, with sales in the first three weeks alone up 20% on last year.
“We have worked with Ampersand on a number of projects over the last six months and have always been very happy with the exceptional service that we have received. Ampersand has added value to our marketing team across all disciplines. Initial campaign results have been very positive and in the first week sales value was more than 50% up on last year”, Rob March, Marketing & Communications Manager, Chester Race Company Ltd.
The results have been fantastic, especially in the current economic climate, the annual uplift that Chester is currently experiencing is testament to the key fundamentals of Marketing effective targeting with a relevant and timely offer.
“It’s important to take a scientific and tactical approach to marketing in today’s climate, gone are the days of focusing on the creative to sell the product. We see it as our job to work with clients and advise them on marketing approaches that can be properly monitored to show a clients return-on-investment with us, which will have a direct impact on their sales”, Emma Blackmore, Managing Director of Ampersand.
The Racecourse’s Price Freeze offer is available on all Chester Races 2009 tickets until Dec 31st 2008 – please call 01244 304 610 for further details.