Redcar Racecourse is a horse racing and events venue, which is based in the seaside town of Redcar. It is a hub for racing in Northern England with a history going back over two hundred years.
Harvey & Hugo has worked with Redcar Racecourse since April 2014 to promote the racing season and we were delighted to manage the racecourse’s PR and social media for the third year in a row.
Aim of campaign
The aim of the 2016 campaign was to increase awareness of the racecourse throughout the North East and parts of North Yorkshire to the general public using PR and social media.
Redcar Racecourse was looking to attract both males and females, over the age of 18 from the below areas, who loved horse racing and family activities.
We developed an eight-month PR and social media campaign for the racecourse, as we have done in previous years. The campaign consisted of pre and post-event press releases and our Queen social media package, which included:
Harvey & Hugo created a strategy for the racing season, which included a detailed plan for each of the seven Premier meetings. For each event, we developed the existing theme for the raceday and planned activity around it.
We also established a mascot for the racecourse, Redcar Rocky. In the first month of the campaign, we introduced the mascot to the racecourse’s followers on social media and we asked them to suggest a name for it. This resulted in an influx of participants posting their name suggestions, which proved an engaging way to start the season.
A focus of the campaign was to broaden Redcar Racecourse’s audience on its social media platforms. We researched and engaged with industry influencers, local companies and communities in the horse racing industry and in the target areas, and utilised the popular hashtags to engage with the target audiences.
To help grow the racecourse’s social media following during the racedays, we posted live social media content throughout each of the meetings. Content included pictures of racegoers with Redcar Rocky, live videos and updates of the best dressed competitions. The live social media content assisted in establishing a strong community feel among racegoers at the meetings and by retweeting and replying to messages, this also encouraged attendees to share photos and tag the racecourse.
Throughout the eight months, we also created and managed social media adverts on Facebook and Twitter, which included: boosted posts, page likes, event page adverts on Facebook and promoted tweets and promoted account ads on Twitter. These adverts proved to be a fantastic way to reach the racecourse’s desired audience and they helped to significantly boost the social media presence of the racecourse. We also created and managed seven social media competitions too. Again, this was another great way to interact with the desired audience and promote each of the Premier meetings.
The measures taken to increase Redcar Racecourse’s social media presence were very effective. Thanks to these efforts, the racecourse’s following increased significantly on all three platforms:
Twitter – The number of followers increased by 918
Facebook – The number of likes increased by 2,364
Instagram – The number of followers increased by 195
We also ran numerous social media adverts for the racecourse throughout the campaign, which were successful in building the racecourse’s following. The Facebook adverts achieved a total reach of 358,669, while the Twitter adverts amassed a total of 292,774 impressions.
The pre and post-event press releases generated 125 pieces of coverage across print, online and radio outlets. The releases gained coverage in the following publications:
“Thank you for all of your help over the past few years. We’re in a much stronger position thanks to Harvey & Hugo’s PR and social media support.” – Amy Fair, general manager, Redcar Racecourse