Newcastle Racecourse saw early bird ticket sales rise by 81% for Plate Day and 92% for Ladies Day.
Newcastle Racecourse have staged race meetings since 1882 and welcomes thousands of visitors to its established summer events every year. The highlight of the racing calendar at Newcastle is the Northumberland Plate weekend, which attracts crowds of approximately 50,000, followed closely in popularity by Beeswing Ladies day in July.
Following an £11m redevelopment in 2016, Unwritten were asked to develop a strategic marketing program aimed at attracting regional visitors to both Plate and Ladies day. The intention was to define the core personas for each event, using findings to create an advertising campaign that drove early interest and replaced last minute booking habits with advance ticket sales.
Moving away from traditional demographic-only advertising, Unwritten used buyer personas to understand the motivations, assumptions and expectations connected to each event. Results following the creative launch showed early bird tickets sales were up by 81% for Plate Day and 92% for Ladies Day, compared to the same period last year.