The gloves are off
BRIEF: Announce and raise awareness and gain media coverage of the first ever JCB Champions Challenge in aid of the Injured Jockeys Fund, held at Babury International Horse Trials. Increases spectator visits on the Saturday of the event.
STRATEGY: Secure team captains, and manage and execute ‘the gloves are off’ photo shoot for press announcements 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.
Visitors numbers to the Saturday increased equalling the same figure that the Sunday of the horse trials historically receives.