Chester May Festival
Multi-faceted strategy to reinforce brand presence and enhance customer acquisition through experiential marketing.
Number of people who attended the Chester May Festival in this year
Number of souvenir photos given away to race-goers at our photo booth
Number of hole-in-ones at our pre-event VIP golf tournament
Our client wanted to maximise the opportunities available throughout the racing calendar to attract and retain high net worth customers, as well as generating greater acquisition for customer accounts.
We identified a calendar of key events throughout the racing year for maximum exposure, with the Chester May Festival presenting a huge opportunity.
From invitation-only golf events for valued customers and social media partners, to commemorative silk-ties and on-course VIP hospitality with a personal appearance from champion jockey Silvestre Da Sousa, we ensured high net-worth customers enjoyed a truly memorable experience during the Chester Cup & Chester Plate events.
Brand visibility was at a maximum through on- course signage, a bespoke inflatable blimp and through sponsorship of the inaugural Chester Plate.
Customer acquisition was ensured via means of both in-app special offers and also on-course engagement activities, such as offers from brand ambassadors and a free photo booth.
A reimagined approach
Adapt Mktg created a multi-faceted ‘whole event’ campaign, covering the build up to the big day and the event itself.
- Extensive site planning 10% 10%
- Sponsorship, Branding & Ambassadors 25% 25%
- Advertising & Social Media Content 5% 5%
- Outdoor digital & signage 25% 25%
- Acquisition, Retention and Experiential 10% 10%
- Hospitality / VIP 25% 25%
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