Case Study – Sporting Venue
Giles worked with Kelso Races between 2007 and 2010. He was responsible for an integrated campaign, including branding, marketing strategy, design, advertising, email marketing and media planning.
In 2009, he redesigned their website and introduced online booking (which now accounts for over 50% of their sales). Website visitor figures increased by 800%.
The racecourse was also marketed as a venue for corporate events and weddings, to increase revenue beyond racedays.
During their first full season together, Giles helped Kelso Races to achieve their highest daily attendances for five seasons. Between 2008 and 2010, they were the only racecourse in Scotland and Northern England to not be seriously affected by the recession (attendances down 2.9% compared with down 10.5-16.5%). In fact, 2010’s Ladies Day saw their second highest one-day crowd for eighteen years.
Giles also helped to successfully target a younger audience, with under 35s increasing from 11% to 35% of the average raceday crowd. These younger racegoers tend to come along in bigger groups, are more likely to invite new friends to future race meetings and are prone to spending more money on betting, drinks and hospitality packages, ensuring a healthier future for the racecourse.