Night Racing at The Valley competes with every other form of entertainment going, including just staying home and watching Netflix. So we created a spot to absolutely seize the attention of young male and female sports fans and motivate them to choose to go to the racing over visiting a pub or other sporting events, or just doing nothing.
We created an integrated campaign that included a heavy radio presence, online, social and outdoor. We aired the radio from Wednesday to Friday when patrons might start planning the weekend.
Record crowds throughout the racing season.