Bringing the world's greatest steeplechase to life
On April 6th
we were proud to deliver the on and off course branding and activation for the 170th
Grand National at Aintree. Working on behalf of the headline sponsor Randox Health, we scoped, created and implemented a programme designed to bring their inaugural sponsorship of the world’s greatest steeplechase to life.
A key aim of the brief was to maximise brand exposure to event spectators at the venue as well as those watching the TV broadcast coverage of the event. We approached this challenge by analysing previous and expected camera positions on the course itself, as well as around the grandstands, parade ring and public concourse areas to ensure that Randox achieved the best possible results both in terms of onscreen impact as well as brand recognition via activation, hospitality and social media engagement.
Drawing on our experience of delivering similar programmes for major sporting events, such as the London 2012 Olympic and Paralympic Games, Glasgow 2014 Commonwealth Games, the Ryder Cup and The Ashes, we were able to advise on the type of branding that has the biggest impact on camera and how to incorporate iconic venue features as well as developing some signature pieces from scratch. We also analysed key spectator journey routes on the approaches to and inside the venue which allowed us to define a clear and effective branding strategy.
As part of the brief we worked on identifying innovative branding opportunities for Randox Health not previously used by other sponsors, thus differentiating and elevating the look and impact of Randox Health’s sponsorship of the event even further. This included a carefully-designed and engineered finishing arch for each Randox-sponsored race that provided the perfect backdrop for those winning moments as well as mega graphics on the Equestrian Centre and above the horse walk. We also created a giant 3D replica of Randox Health’s trophy which provided spectators with a photo opportunity to share via social media using the hashtag #FeelLikeAWinner and provided all internal fit-out and technology for their activation zone involving virtual reality and on-screen content.
We delivered a slick and cohesive branding programme to a Grand National festival – a first for the business - that saw over 125,000 spectators descend on Aintree, with a further 600 million watching on TV over the course of the three days of the event. The client was delighted and we look forward to building on this even further with Randox Health at next year’s Grand National festival.