Brief
To maximise Betfred’s sponsorship of the St Leger at Doncaster and further associate the betting brand with horse racing.
Strategy
The 2023 Betfred St Leger would be the final UK classic race for Frankie Dettori before he retired from racing for good, so our strategy was designed to capitalise on this news-worthy moment.
We created a farewell to Frankie in the form of an oversized retirement card. Standing tall at 10ft high, the giant card became a huge hit amongst the race-going public with over 2,000 people penning a goodbye message to him throughout the event.
Pictures of the card - along with race-goers signing it - were sent out to media, accompanied by an attention-grabbing stat that suggested Frankie had cost bookies over £400 million throughout his career.
Activation
Results
The activation delivered national news coverage with 23 articles in total, including sixteen pieces of digital coverage in top tier titles and 3 x live broadcast clips on ITV Racing, Sky Racing and BBC Look North.
The man himself was happy to get involved, posing in front of the card and posting pics of it on his own social media channels.
