Gravity Thinking have developed a campaign for Racing UK to drive subscriptions in the run up to Cheltenham. The campaign needed to have impact and cut through the clutter in the run up to the flagship jumps meeting so a simple plan was devised. Get Ruby Walsh the jumps racing hero to deliver our message himself via an engaging letter and email. The communications were created and designed as if Ruby had written and sent them himself creating high levels of engagement and connecting our audience with their icon. Lapsed subscribers and prospects were targeted. A version of the letter was also inserted into the Racing Post (the holly bible for horse racing fans) and the Ruby promotion was run across online media and within PR. The end result? Racing UK had a record breaking month for subscribers beating their previous record from March 2006 with over 2,000 net subscribers!
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