Ascot Racecourse: A drama that can never be written

Ascot Racecourse, a dual-purpose British racecourse, increased attendees for its 2022 Royal Ascot event by using audience segmentation to target both early birds and late buyers through multiple media channels.

Royal Ascot was back to full capacity after two years of the pandemic. Its ambition was to make 2022 the racecourse's best year ever.

Strategy

The agency developed a phased approach: up-weighting during peak ticket demand and down-weighting during quieter periods to minimise waste. The strategy was designed to create demand at the top of the funnel, then capitalise on latent demand with direct sales tactics at the crucial phase of the ticket purchase journey.

The work was informed and built using analysing previous customer data, through Experian Mosaic and TGI. The team identified two key customer segments: the early...

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