Magazine article Marketing

Epsom Races Pursue Trendier Crowd

Magazine article Marketing

Epsom Races Pursue Trendier Crowd

Article excerpt

The Vodafone Derby and the Oaks, two of the most prestigious horseracing events in the UK, are overhauling their marketing strategies to attract a younger, trendier audience this summer.

Epsom Downs Racecourse, where both meetings are held, has introduced a strapline for the races, which will run in a major outdoor ad campaign breaking across London later this month.

Using the headline 'Flat? It Ain't', Epsom Downs is aiming to create an image of The Vodafone Derby based on its racing roots as a competition between the world's top horses over a challenging 'flat' track.

The activity, which will focus on the preparations faced by riders and trainers in the run-up to the races, will feature on the London Underground from the middle of this month until June 4-5, when the Oaks and Derby take place.

Work for the Vodafone Oaks, a flat race for fillies, has been entitled 'Girl Friday'.

It is intended to appeal to young working women who want a day off to have some fun with their friends, but without the usual formality of a race day. …

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