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Creating positive impact that makes complete commercial sense

Our work Musselburgh Racecourse

Musselburgh Racecourse is a five-star visitor attraction that has been staging horse races since 1816. Four Media Group was appointed for a two-month campaign to handle PR for the return of the first major event, Easter Saturday 2022 – a key date in the racing calendar and the first Easter event at Musselburgh since 2019.

Ambition
To raise awareness of the event, generate hype, stimulate early ticket sales and position the Easter Saturday as a social occasion and a great day out. We also aimed reinforce the Musselburgh Racecourse brand hallmarks of quality, prestige and good value and position Easter Saturday as part of the Sensational 7 event programme at the course.

Action
Four Media Group had to act quickly to achieve coverage in the six weeks before the event. We adopted a quality over quantity approach, specifically working to target key media to drive brand engagement and credibility. We also took both a short and long-term approach to communications : driving ticket sales for Easter Saturday while setting the brand up for success with future events in the Sensational 7 programme.

Following our successful delivery of Easter Saturday we were invited to continue providing PR services and to support the full Sensational 7 programme of events. This included Edinburgh Gin Race Day, Ladies Day and the Her Majesty’s Platinum Jubilee weekend celebrations when the first Corgi Derby produced exceptional results – 283 pieces of coverage including in The Independent and Wall Street Journal plus items on BBC Scotland, ITV’s Lorraine and two American news channels.

Result
Over 100 pieces of coverage in print, broadcast and online across national, regional titles and via social media. Hero coverage included Radio Scotland, the Metro, Scottish Daily Mail, Scottish Field, The Times, The Scotsman and the Scottish Sun.

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