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Ascot Racecourse

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Royal Ascot At Home

 

A truly international event, Royal Ascot At Home (RAAH) engaged people with the sport and put user-generated content at the forefront. A creative approach was taken – from broadcasters streaming from at-home studios and socially distanced teams on-site to Zoom interviews with jockeys and virtual music performances – key elements of the event were brought to life digitally.

 

An online hub offered recipes, quizzes, jockey workouts, children’s activities and digital racecards. Milestones of a Royal Ascot day were replicated through archive footage and photography, and newly-created content. The primary objective of RAAH was fundraising for charities supporting on the frontline of the COVID-19 crisis. #StyledWithThanks invited consumers to dress up and celebrate, share photos online and donate to the fundraising page. Additional funds pledged by Betting and Gaming Council members brought the week’s fundraising total to more than £400,000.

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Technology brought RAAH to life with a Wonka-style golden ticket competition where tickets were downloaded to devices with a limited number turning gold each day. An augmented reality flower wall encouraged Instagrammers to take selfies and 29 Royal Ascot-themed GIFs brought users’ posts to life. The focus was on the fans to create an online community and atmosphere with social content engaging spectators around the world through interactive polls and votes, putting the event into the hands of the fans.

 

Everything Ascot does is underpinned by three core brand values – Elegant, Uplifting, Original – and RAAH was no different. Hosting some of the world’s best racing, it’s often the horses, jockeys and trainers that make the event best-in-class. Every team working on the event – whether internal, broadcast Partners, Sponsors or agencies – were focused on delivering the very best event in what were challenging times. Without spectators on site, it was the broadcast and behind-the-scenes look that took the viewer truly ‘behind closed doors’.