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uplift in sales for early bird tickets for Ladies Day and 81% for Plate Day, following a persona targeted advertising campaign.

Newcastle Racecourse attracted a motivated new customer base, prompting a surge in ticket sales.

Unwritten worked with Newcastle Racecourse to develop a persona targeted advertising campaign that would increase purchases of advance ticket sales.

The Organisation
Newcastle Racecourse is home to the historic Northumberland Plate, and is one of Britain’s busiest racecourses, hosting over 60 all-weather and jumps fixtures a year. The racecourse also hosts a variety of other events including conferences, exhibitions, weddings, private parties and more.

The Objective
Following an £11m redevelopment at the Racecourse, we were asked to develop a strategic marketing program aimed at attracting regional visitors to both Plate and Ladies day. The intention was to define the core personas for each event, using the findings to create an advertising campaign that drove early interest and replaced last minute booking habits with advance ticket sales.

The Outcome
Moving away from traditional demographic-only advertising, we used personas to understand the motivations, assumptions and expectations connected to each event. We developed a targeted outdoor media campaign and as a result of our innovative approach, the Racecourse attracted a diverse new range of customers. Results following the creative launch showed early bird tickets sales were up by 81% for Plate Day and 92% for Ladies Day.

See how the process could work for you.

Talk to the team today and let’s create something amazing together. Drop us a message at hello@unwrittengroup.com