Great British Racing, the official marketing and promotional body for British Horseracing, has appointed award-winning creative agency, Pitch Marketing Group, following a competitive pitch process earlier this year.
Pitch is built on a belief in the need for distinctive brand campaigns that will stand out in cluttered media environments. It is perhaps best known in recent years for its multi-award-winning Switching Saddles campaign for Victoria Pendleton and Betfair, which really shook up the horseracing industry in 2016.
The Soho-based agency has been brought on board by Great British Racing to make its ‘Under 18s Race Free’ initiative a mane attraction in the horseracing calendar, via a fully integrated marketing campaign that will span Pitch Productions and Pitch PR. The recently established programme incorporates 60 racecourses across the UK and means that anyone under the age of 18 can attend a race event for free when accompanied by a paying adult.
From a creative perspective Pitch Productions will be responsible for the creation of a new brand identity, and all visual assets from logo design through to website look and feel. In addition Pitch Productions will conceptualise and produce an engaging video content series that will amplify the campaign online.
Pitch PR will be responsible for a distinctive overarching brand campaign and narrative, from the big idea, through to ambassadors, through to content distribution and media/influencer engagement.
Adam Raincock, Managing Partner of Pitch Marketing Group, said: “We’re really excited about this opportunity as it allows us to showcase our standout creativity in developing distinctive marketing campaigns. The integrated through the line campaign will change the way that younger generations perceive a day at the races and drive increased attendances at race courses across the country. It plays to our strengths as an integrated creative marketing agency as we’ll devise, create and execute the brand identity through paid, owned and earned channels.
Toby Shaw, Director of Communications and Marketing at Great British Racing, said: “From the get-go Pitch seemed to really understand our objectives for this campaign and responded with some brilliant creative thinking that could be transformational for Under 18s Race Free. We are truly excited about what is to come from the campaign this year.”