Sun Racing

Power to the punter

The Situation

Whilst The Sun served an excellent print editorial proposition to an existing Horse Racing audience, the digital sphere was not matching up to the industry facelift that saw the accessible mainstream glamour of ITV racing rise. We aimed to change that with a new digital-first racing product. The Sun Racing app launched ahead of Cheltenham Festival 2019 with disruptive, bold and modern creative and shareable social content. Utilising tone, talent, expert knowledge and a new product, we now provide everything in one place for both the casual and regular punter to enjoy betting online. The evolving racing culture was brought to life through our Cheltenham marketing campaign.

What we did

Power to the punter

Putting the power back in the punters’ hands and providing the tools needed to beat the bookies, the creative was audience centric and reflective for their needs.

Disrupting the status quo

Using a content first approach through a multi-channel digital campaign combined with traditional media and sponsorship of the Stayers' Hurdle at Cheltenham, we staked a claim to the online betting market.

Building a brand

Cheltenham Festival activation was a key part of accelerating the brand name and reach. The task now is to build habit, audience engagement and advocacy by listening to our punters and optimising our content and marketing to their behaviours.

The Results

5k app downloads and 1.41m PVs on website
24k clicks to the bet and 305 new bookmaker regs
1.1m video Views across the festival
30% OR and 5% on CRM emails