Manchester based creative agency Access Advertising Marketing and Design has been appointed by Haydock Park Racecourse to develop a multichannel communications campaign to attract its fellow Mancunians to the races during the summer of 2008.
Details of the innovative recruitment campaign, which is based around a high profile launch event in May to unveil Haydock's extensive summer race programme, are still under wraps. But Simon Landi, Managing Director of Access assures us: "It will bring all the excitement of a day out at the races to the streets of Manchester, work has already started on the project and we are all looking forward to a thrilling event and a sensational season."
As Manchester is not historically thought of as a racing city, Access faces the task of raising general awareness of Haydock Park in Manchester and aims to position the track as a great place to have a fun day out.
Haydock awarded the project to Access after a four-way pitch. The original brief called for something that ‘broke all the rules and challenged conventional racing communication'. And according to Dickon White, Managing Director of Haydock Park: "We awarded Access the business based on their passion and creativity in producing an idea that captured the imagination of the panel."
He continues: "Some people see going to the races as an expensive day out, but Haydock Park is a relaxed track where you can chill with friends and enjoy a little escapism. Our research shows that a day at the races ticks many people's boxes when thinking about a day out, but that Haydock just isn't on Manchester's radar. I'm confident that Access' launch event, and the campaign surrounding it will change this."
