The gloves are off
Objective – announce and raise awareness and gain media coverage of the first ever JCB Champions Challenge in aid of the Injured Jockeys Fund. Increases spectator visits on the Saturday of the event.
Strategy – Manage and execute a ‘the gloves are off’ photo of the two team captains, AP McCoy and Zara Phillips.
Warm up and sell in photograph to national sport, equestrian and horseracing media.
Results – Ahead of the event the JCB Champions Challenge featured in national and sporting media including Hello! Country Life, Horse & Hound, Racing Post, BBC Sport online and Sky Sports
Coverage of the JCB Champions Challenge generated in broadcast on Channel 4 Racing, Attheraces, BBC Points West, and on BBC Radio Wiltshire.