100 Years of Style at Royal Ascot

Objective:  To raise of awareness of the horseracing fixture Royal Ascot, focussing on the history around the event together with its style and glamour over the past 10 years. Gain National Media Coverage.

Strategy: Create a photo story celebrating 100 Years of Style at Royal Ascot. 
Research image library archives for fashion shots at Royal Ascot from 1910 to 2009. 
The picture story and press release was released the week before Royal Ascot 2010.

Results: Front cover of the The Times Newspaper fashion supplement, as well as inside page and timesonline homepage.  Achieved a audience reach of 1.8 million, and AVE of £60,000.   

Download full article here.       

Nick Attenborough, consumer PR director for Racing for Change, says, “The picture story HRSM delivered celebrating fashion at Royal Ascot over the past ten decades succeeded in taking racing from the back pages to the fashion pages of national media.  This level and type of exposure is a big tick in the box for horseracing - and great work by HRSM”.