Here come the girls

Here come the girls
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BRIEF: Raise awareness of Carlisle Racecourse’s unique women’s jockey fixture, and showcase the talent amongst the female jockeys ranks. Gain national TV and sports print coverage.

STRATEGY: Generate interviews and commentary featuring leading female jockeys with national broadcast media and radio ahead of the event. Secured leading jockeys Hayley Turner and Sammy Jo Bell as spokespeople.

RESULTS: News features / interviews on BBC 2 and BBC online, BBC Radio 4 Today Program, Women’s Hour, Talk Sport, Mail on Line and The Guardian, as well as on Channel 4 Racing (see video above).