Michelle Payne

Brief

Elevate the European profile of global horse racing icon Michelle Payne in the mainstream media to coincide with her joining the ITV punditry team for Royal Ascot 2023. 

Strategy

Utilising Press Box PR’s talent division's extensive publicist network, combined with Michelle's unique back story as the first and only female jockey to have won Australia's most famous race, the Melbourne Cup, the team aimed to grow her profile across lifestyle and racing media both before and during Royal Ascot. 

Press Box PR’s activity centred around staging a bespoke media event in central London on the eve of Royal Ascot. The team invited top-tier media and commissioned a leading lifestyle portrait photographer to showcase Michelle’s inspirational life story to some of the biggest publishers in Britain and Ireland. 

Results

The activity led to multiple dedicated profile features across lifestyle and racing media, including in The Sun, Mirror and Racing Post, as well as a global partnership negotiated with the Daily Mail to feature Michelle's unique story on both the UK and Australian Mail Online sites. 

Find out how we can help your business, contact Jack at: hello@pressboxpr.co.uk