To generate publicity for the final ride before retirement of Frankie Dettori, the most famous jockey of all time, at Doncaster Racecourse in the St Leger, the oldest event of the British Classics and the final in the series for the year.
St Leger sponsor Betfred called on Press Box PR to develop an activation to engage both racegoers on course and the wider public, celebrating its sponsorship of the major race and the long-running relationship between Betfred owner Fred Done and jockey Frankie Dettori.
Press Box PR built a giant, ten-foot retirement card, placing it outside the weighing room at Doncaster Racecourse. It included a personal message from Fred Done, thanking Frankie for everything he had done for the sport, despite the fact he had cost him many millions in payouts over the years.
Racegoers, the media and key racing personalities were invited to sign the card, before it was presented to Frankie on Betfred St Leger day.
Press Box PR delivered a hugely successful experiential activation, with more than 2,000 signatories on the card as the race-going public engaged fully with the card.
National newspaper and digital coverage was secured, as well as features on ITV Racing, BBC Look North and Sky Sports, after Press Box PR magnified the Betfred sponsorship to gain widespread earned coverage.
At the same time, the fast-moving reactive team took advantage of the opportunity to drive large numbers of people to the stakeholder’s social channels. Dettori himself posed for pictures and posted on his social channels, which was a job well Done for owner Fred.
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