Here come the girls
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).