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York Racecourse

Putting York Racecourse on the fashion map through PR & social media

The challenge

York is one of Europe’s premier racecourses hosting world class flat racing year after year and attracting crowds of over 350,000.

Having a strong following with racing pundits, the racecourse wanted to become more attractive to a non-racing audience and become recognised as a fashion destination.

Having launched their Ebor Fashion Lawn during the prestigious 4-day Ebor Festival in August as an opportunity for racegoers to showcase their style, they wanted to raise its profile and attract more participation and sponsorship for the event.

What was our solution? PR, social media & boosting event awareness

Working closely with the team we identified areas that worked well and provided insight into how the event could be developed.

Teaming up with fashion experts, we created a ‘Style Guide’ which we used to secure features, pre-event news stories and social media in local and regional lifestyle media and magazines.

We also created short digital animations of the Style Guide so that it could be easily shared across social media to build awareness of the event and increase engagement.

The result has seen an increase in racegoer participation and York Racecourse has been able to secure high-profile sponsors for the Fashion Lawn and attract a larger social media following.