The governing body of the UK horseracing industry, the British Horseracing Authority, approached us to provide digital marketing and social media support for their training and careers organisation, Careers in Racing. The brief was simple: increase engagement with young people and encourage them enter the horseracing industry.
Working collaboratively, we developed a targeted digital marketing strategy, aimed at acquiring prospects and boosting applications into the horseracing industry’s training and apprenticeship programmes.
Our campaign harnessed a full range of real-time optimised digital channels spanning Search, Social, Programmatic and Video in order to identify individuals likely to be interested in the industry and encourage them to learn more about the training and career opportunities available to them.
In addition we also designed and created several audience specific landing pages in order to effectively refer and measure the leads delivered to the Training Providers themselves.
The campaign successfully took ownership of the horseracing career training and apprenticeship market in the UK.
In total, over 52,000 prospects were delivered to the Careers in Racing apprenticeships website and over 5000 leads were referred to the Training Providers themselves.