First major international event taking place behind-closed-doors, more eyes than ever were on Royal Ascot 2020. Combining elite sport, fashion and pageantry like no other, Ascot delivered an authentic and all-encompassing virtual experience.
Unable to activate all contracted rights, Ascot developed a digitally-led campaign for brands to connect with audiences – Royal Ascot at Home.
A co-branded content hub launched with the highlight #StyledWithThanks activation seeing £168k contributed to frontline charities, it also gave fans a chance to win Longines watches, Garrard ‘Tea & Tiaras’ experiences and Michelin-star evenings courtesy of Moët & Chandon.
Wonka-style tickets were downloaded (limited numbers turning gold daily) offering Porsche Driving Experiences, fans also voted online for ‘Porsche Performance of the Day’. Moët & Chandon afternoon tea hampers were sold and winning owners, trainers and jockeys received a bottle of Grand Vintage and access to the Longines sectional timing hub, complete with 360-degree camera views and the latest track conditions/weather. Lavazza ‘Coffeetail’ videos ran online; Harrogate Water launched its Fruit Cup Mocktail tutorial; Stella Artois hosted an at-home pub quiz while Hallgarten & Novum launched the Ascot Wine Club. Behind-the-scenes Garrard content showed the making of iconic trophies and syndicated Betfred content provided daily betting tips and highlight reels. Royal Ascot Signature Serves by Pernod Ricard and Fever-Tree were demonstrated on social channels and available for purchase to create at home.
With the above, plus additional in-venue branding for broadcast, Ascot delivered 67% of original contract values.
