Aberfield races off with Newmarket account

Stephen Chapman's picture
by Stephen Chapman

Aberfield Communications has been appointed by The Jockey Club East Region to provide PR and influencer support for Newmarket racecourse.

The Leeds agency will start this weekend, with its Moët & Chandon July Festival.

“Newmarket is the home of horseracing and hosts some of the most storied and prestigious races in the world. With such a strong history and position in racing, Newmarket has a loyal following, but we want to broaden its appeal to be seen as a frequent day out, rather than just for a special occasion,” explained Tim Downs, Director of Aberfield Communications.

One of the agency’s main objectives is to challenge perceptions about a “day at at the races” among younger people, families, friends and couples.

“Aberfield’s immediate understanding of who we want to target and why, coupled with their creative recommendations, really impressed us,” added Michelle Anderson, Regional Head of Marketing for the East Region.

“We are looking forward to laying strong foundations with regional PR and our influencer campaign, as well as working on a more long-term strategic communication plan, to drive awareness of Newmarket Racecourses and highlight the broad appeal of a day at the races.”

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