In 2015, we created a campaign to position The Grand National as an unmissable three-day festival, rather than just a big race on the telly. Our campaign was so successful that we were asked to adapt it by pulling the crowds even further into the action for 2016, adding an additional call to action to convince people that ‘being there’ is the only way to experience the thrill and passion of the festival.
We enlisted the stars of our previous campaign – winning jockeys, Sam Twiston Davies and Katie Walsh, along with a big old crowd to make surreal feel tantalisingly real. Retaining the executional style that helped us to attract record numbers to the event in 2015, we cast Sam in a moment of victory, surrounded by cheering fans, while Katie galloped through a funnel of spectators that created a catwalk-style runway.
Record sales were achieved for Opening Day with a 2.5% increase on the previous year. Meanwhile, Ladies’ Day saw even bigger attendances than the year before with a 6% increase. Grand National Day was, once again, completely sold out.