Racing TV Cheltenham 2020 campaign. Boosting subscriptions over the Cheltenham week.
Cheltenham is the greatest racing festival on the calendar. Racing TV has been broadcasting the festival for 16 years to a base who have already bought into their unrivalled coverage. However, lapsed members and prospects are often content with terrestrial coverage on ITV or ‘in bet’ bookmaker coverage.
The advantage RTV has is they stream every race, live, on any device without advertising breaks, and exclusive coverage of the last 2 races, every day.
Our objective was to deliver a fully integrated direct response campaign showcasing the “epicness” and drama of the festival across press, digital, DM, experiential and social media, injecting a sense of FOMO around the Cheltenham Festival. The creative borrowed from the visual language of movie trailers, headlining with Watch every race, live and uninterrupted only on Racing TV’.
