Our work Musselburgh Racecourse
Musselburgh Racecourse is a five-star visitor attraction that has been staging horse races since 1816. Four Marketing Agency was appointed for a two-month campaign to handle PR for the return of the first major event, Easter Saturday 2022 – a key date in the racing calendar and the first Easter event at Musselburgh since 2019.
The Brief
Musselburgh Racecourse, home to the nationally renowned Scottish raceday, were eager to raise event awareness, drive ticket sales and generate hype around the Sensational Raceday Programme.
The Strategy
Our team created a tailored PR and event strategy to drive awareness around the Musselburgh Racecourses' 2022 programme.
We worked to secure quality coverage in a select range of national, regional and trade titles to drive brand engagement and credibility. We also created a long-term PR strategy to drive awareness around all seven additional events. This included Edinburgh Gin Race Day, Ladies Day, and Her Majesty’s Platinum Jubilee Weekend Celebrations.
Key to the success of this campaign was the Corgi Derby which was coordinated for the Jubilee campaign. The press shots and race commentary secured international coverage in publications as far-reaching as The Wall Street Journal.
The Impact
We secured over 283 pieces of coverage across national, regional and industry press, achieving an OTS of over 200 million. Coverage included The Metro, Scottish Daily Mail, Scottish Field, The Times, The Scotsman, The Scottish Sun, BBC Scotland and ITV’s Lorraine, to name but a few.