Lancashire agency Loaf Creative has won Aintree Racecourse’s advertising account after a competitive five-way pitch.

It will be responsible for all marketing communications, on and offline, including campaign photography, video and the development of a bespoke website.

Loaf’s campaign, which will centre around the concept “The Grandest Show, The Greatest Drama”, will look to independently communicate the appeal of each of the three festival days while raising awareness of the entire festival.

Creative from Loaf's campaign

Creative from Loaf’s campaign

Work has already begun, with Loaf producing a new logo to reflect the event’s new sponsor, photography and video for a new TV ad.

Nadine Mansfield, head of marketing for The North West Region of The Jockey Club, said: “In Loaf we have found an agency who truly understand what The Crabbie’s Grand National event requires in order to help us create something unique and different to what has been done before.

“It’s important that we communicate The Crabbie’s Grand National in a way that resonates across a number of audiences and in different environments. We’re really excited about seeing the ‘Grandest Show, The Greatest Drama’ campaign theme come alive. Loaf have truly captured the essence of what the internationally famed event is all about.”

Over 150,000 people are expected to visit the racecourse during the festival, while around 8 million watched the main race on television last year.

Dave Mullen, creative director and co-founder of Loaf, added: “In our opinion, The Crabbie’s Grand National is the last great sporting event that the nation stops for. We are tremendously proud to be able to play a part in maximising awareness of the three day festival which culminates in this amazing sporting spectacle.

“Our success in winning this prestigious piece of work in the face of strong competition is testament to the ability of our team to produce and deliver effective, creative campaigns to a worldwide audience.”

Loaf has worked with The Jockey Club before on other projects, and also works with the likes of Bolongaro Trevor, Hartleys Safaris, CBI, Perspex and Best International.