New cinematic campaign looks to keep Royal Ascot ahead of the pack as "must-attend" event

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by David Prior

Independent agency isobel is behind a new cinematic campaign for Royal Ascot which aims to build its position as the "must-attend" event of the summer.

The video-led campaign combines beautiful cinematography, powerful music and images of world-class Flat racing as viewers are taken through the story of two racegoers who meet at one of the highlights in the annual social calendar. The campaign invites us to ‘Be Part Of The Drama’.

Ascot and isobel worked in partnership with production company Chief and director Yoni Weisberg to develop the concept and create the campaign.

Click images below to see the full poster-style visuals:

Video content takes on a film trailer feel while the still shots used across traditional media shows different aspects of a day at Royal Ascot – from world-class racing and pageantry to high fashion and fine dining – in a series of dramatic film poster style visuals. 

One image features jockey Hayley Turner, who in 2019 became the second female ever to ride a Royal Ascot winner and the first since 1987.

Juliet Slot, Chief Commercial Officer, Ascot Racecourse, said: “We wanted to launch a very different campaign for Royal Ascot 2020 to appeal to an audience that is increasingly turning to online platforms, such as Netflix, to enjoy the latest drama series and cinematography.”

Paul Houlding, founder and chief executive of isobel, added: “Royal Ascot is world-class and we wanted to create a campaign that would do it justice. We are quietly confident we have done this, and Royal Ascot will continue to be seen as the must-attend event of the summer.”