Racing Post PRINT CAMPAIGNS
A few years ago the Racing Post realised their business needed to change. Their flagship product, the daily horse racing newspaper, was in trouble. Circulation and revenue were on a progressive decline as a direct result of decreasing sales. Readership was ageing, fast, and no new customers were being recruited. Management took the business in a new direction by introducing cutting edge digital platforms. I helped turn the Racing Post into a modern, relevant digital media brand by working across a number of campaigns for their digital products.
When the Racing Post iPad edition launched I developed a campaign 'Introducing the Racing Post iPad App' to grow supplementary revenue by recruiting a new audience and migrating profitable existing customers from print to digital platforms. The launch campaign was highly successful with downloads outperforming all expectations. The campaign evolved to put the product on a pedestal by showcasing functionality, features and benefits helping to drive trial, subscriptions and daily usage.
The second phase of the campaign took a more confident approach with the iPad edition now firmly established as a digital platform. The advertising took the high ground and helped Racing Post to cut through the clutter of the brash, shouty, advertising that is common in the category.
The Racing Post's online platform is also a best of breed digital platform. At the time they had introduced a game changer. An odds button that allowed you bet through any bookmaker you liked. I created a strong visual look with minimal copy and graphics featuring the 'Magic Button' to inform customers that they could not only bet on the Racing Post but bet through their preferred bookie.