Royal Ascot tries out Netflix-style promotions campaign
GB: Coming to a TV, PC or mobile near you – Royal Ascot, the full Monty.
A 60-second trailer, produced to cinematic standards, seeks to make the royal meeting box office by showcasing what makes the event horse racing’s biggest blockbuster.
The story is told through the experience of two racegoers who meet at one of the highlights of the British social calendar.
The aim of the campaign is to portray Royal Ascot as the ‘must-attend event’ of the 2020 British summer by drawing on its rich history as the jewel in the crown of the British Flat racing season.
That means racing shares top billing with examples of high fashion, fine dining and pageantry to underline its reputation as as much a costume drama, as a sporting event.
Juliet Slot, Ascot’s chief commercial officer, said: “We wanted to launch a very different campaign for Royal Ascot 2020 to appeal to an audience that is increasingly turning to online platforms, such as Netflix, to enjoy the latest drama series and cinematography.
“I hope that people agree we have delivered a campaign that embodies the excitement and atmosphere that Royal Ascot has been delivering to racegoers for some 250 years.”