Doncaster Racecourse  

Doncaster Racecourse, one of the Arena Leisure Plc group of companies, is currently undergoing a major £35 million refurbishment. At the heart of the development is a spectacular five-storey grandstand, along with state of the art hospitality, conference and exhibition facilities.

Brief
Colbear was appointed to help position the racecourse as the most prestigious business and leisure venue in the region. To increase ticket sales at all raceday fixtures and to increase awareness of the racecourse to the local and wider community, by promoting the new and improved racecourse facilities.

Colbear works closely with third parties, including ISG contractors, Arena Leisure, Doncaster Council and Doncaster Tourism.

The Tactics
Colbear targeted key regional media with a "Countdown to the St Leger" campaign, which included positioning a digital countdown clock outside the racecourse and VIP competitions in regional newspapers and radio.

Other initiatives included, a Ticket Sales campaign, which included press releases and competitions to win tickets in key regional print and broadcast media and promotional girls handing out tickets at Doncaster's Frenchgate Centre. A Group Racing Campaign to encourage group bookings and to promote discounts packages. A Time Capsule Burial, which included a competition involving local schools and a burial at the racecourse, which was attended by key regional and national media and champion jockey, Pat Eddery.

The Results
Tickets for the St Leger sold out in most enclosures within hours of going on sale. Since Colbear was appointed in December 2006, it has achieved an impressive £55,000 in media coverage (Jan - Mar 07), in PR terms this equates to £165,000.