The 2021 Cheltenham Festival was like no other, with the pinnacle of the jump racing season taking place without spectators for the first time in history.
We were challenged by Better Collective to run a creative PR & SEO campaign for their flagship site, CheltenhamGuides.com which would earn links to help ranking in the build up to the big week whilst delivering coverage designed to raise awareness of the site in front of the casual fan likely to on the lookout for top tips and bookmaker offers for the meeting.
In a year when no fans were present at the Festival, we took the Festival to one fan in the shape of Coneygree, the 2015 Gold Cup winner who paid a Cheltenham superfan a visit whilst WFH in order to deliver everything needed to help our lucky competition winner replicate a day at the famous Prestbury Park course from home.
Stage one of the campaign involved unveiling our star delivery horse who was embarking on a career change in order to cast the net far and wide and locate the ultimate fan who’d receive a visit, with the on site competition creating a natural opportunity for organic linkbuilding - with coverage driven by eye-catching imagery of a Gold Cup winner in his new role.
Part II involved capturing the magic of Coneygree’s visit in order to give media everything they needed to add some much-needed colour to their Cheltenham coverage.