Case Studies

Cambridgeshire Meeting

Event Overview

The Cambridgeshire Meeting is one of the major highlights of The Gold Season at Newmarket Racecourse. The event takes place over 3 days and features highlight races including the Group 3 Tattersalls Stakes, Group 2 Shadwell Rockfel and the famous Betfred Cambridgeshire Heritage Handicap. The race, which is the first leg of the historic Autumn Double (the second being The Betfred Cesarewitch at Future Champions Festival), is an amazing spectacle to behold as thirty horses thunder up The Rowley Mile.

Project Overview

Allertons played a key role in the successful delivery of the Cambridgeshire Meeting. Pre-event, a team of one project manager, one project administrator and two designers ensured the project ran smoothly, handling the 4 major sponsors objectives, budgets, artwork, installation and removals following the event. Over 4 days an additional crew of 5 event overlay specialists ensured that each of the sites were completed on time and to the highest standard. We dressed the entrances, Millennium grandstand, parade ring, weighing room, winning line and public areas.

32Red Winter Festival

Event Overview

The two-day 32Red King George VI Winter Festival is held at Kempton Park and includes the Grade 1 Boxing Day showpiece 32Red King George VI Chase, the Grade 1 32Red Kauto Star Novices’ Chase and the Grade 2 32Red Desert Orchid Chase.

Project Overview

Allertons were tasked with maximising TV exposure for the headline sponsor 32Red and advertise promotional offers to race-going spectators. We defined new objective driven branding sites suitable to meet their brief before designing and producing over 200sqm of branding. Over 4 days a crew of 6 delivered the installation of over 40 racecourse hoardings, 1 25m wide feature winning line, public area ‘d-ends’, flags and casino themed archway.

Paddy Power Open Festival

The Brief

The Paddy Power Open Festival coincided with the launch of Paddy Power’s new iPhone app. Paddy Power’s brief was to construct fun and creative advertisements for the launch of their new and improved iPhone app whilst adhering to the racecourse’s strict parameters.

Our Solution

Provided with a mock-up of a giant iPhone at the winning line, Allertons began work on creating a viable solution. Combining our modular frame system, trussing and bespoke elements we created a scale replica of the iPhone complete with advertising message on a static screen. Allertons provided Paddy Power and the racecourse with 3D drawings throughout to ensure that all aspects of design and health and safety were met. Additional advertising was placed at targeted sites around the course including entrances, the horsewalk bridge for TV coverage and hospitality boxes.

Testimonial

“Just wanted to drop you a line to say thanks for all your help in getting everything ready for Cheltenham – we were delighted with how it all looked & you did a great job for us! Overall everything was perfect. The weather made for a difficult job but you were extremely accommodating & went to great lengths to ensure we were happy with everything. Fair play to all the crew at Allertons – a very high level of service was delivered in all facets & is much appreciated.”  |  Joe Mooney – Sponsorship & Events Executive

Darley Campaign

The Brief

Allertons instructions are to deploy refreshed imagery for Darley’s 2015 sponsorship campaign.

Our Solution

We plan, manage, transport and build the branding required at various group races. These take place throughout the season in Ireland, France and Germany with the inaugural event being The July Cup at Newmarket. Working with Darley’s image agency we produced various branded objects needed, with this years 2015 campaign theme being “It’s a Golden Age!”

Al Shaqab Lockinge Day

The Brief

Allertons were asked to create, produce and build the branding for The Al Shaqab Lockinge Day 2015, announced as “Newbury’s Greatest Day Out”.

Our Solution

Using Al Shaqab’s logo we evolved designs to build atmosphere around the whole venue on the day. A sense of occasion on arrival was produced with welcome signs and flags. On view for race goers was beautiful imagery of the Al Shaqab horses and race day heritage with a past winners gallery. For TV viewers strong impact was made by a feature winning line that was the focus on course. This was supplemented with parade ring and presentation branding as well as competitors clothing that was made to match.

The outcome was a great sense of occasion on arrival, a festival atmosphere all day, a strong branding impact broadcast on TV and in many media photographs.

The result was on message, on brand and on budget.

Permanent Rebrand

Jockey Club Racecourses

The Brief

To create aspirational, functional and strategic imagery to a defined budget across the Jockey Club estate.

Our Solution

Working with The Jockey Club teams who identified sites for re-branding, we proposed signage with clean lines, classic feel, smart finish, as durable and practical as budget permitted. We surveyed the sites and specified many substrates and structures to meet the diverse demands. We installed or delivered about 4500 items at 12 venues over a period of 6 months.

Testimonial

“I want to say how often I get positive comments about how it all looks. And it really does. I know Allertons has worked incredibly hard on it. So thank you for that and bravo!”  |  Tom Manners – Group Brand Development Director

Small Scale Event

Subaru Point to Point

The Brief

To roll out a dealership marketing support programme at 27 separate events in the 2014-15 season across the entire UK that would entrench the Subaru brand in the rural and agricultural community.

Our Solution

Subaru’s campaign objectives were to re-establish their brand among rural professionals and family businesses and to promote individual dealerships by attracting the event footfall to their displays to generate fresh leads for after sales & new vehicles. Working with the Point-to-Point Authority, were able to ensure the brand would appear in local, regional and trade press photographs by displaying it on saddle cloths for the horses, signs for the paddock and on jumps. To capture the traffic and footfall, we installed product shots on event approaches and amongst the crowd. To enhance the dealership displays, we installed flags, branded gazebos and furniture.

Testimonial

“As an event organiser, I was delighted by the approach taken by Allertons toward branding our event,” commented Peter McNeile, Chairman of Andoversford Races and a consultant to the PPA. “Subaru’s campaign resonated with an audience well disposed toward the brand, but their branding also raised the game for other sponsors, enabling us to project a more polished image overall which has led to further sponsorship enquiries. Allertons understood the brief well, translated it accurately and were attentive and responsive to me as an event organiser. I look forward to working with them again.”

UFX (#Trading Places)

The Brief

Attract the attention and capture demographic data from the high footfall of pedestrians around Canary Wharf within a specified budget.

Our Solution

Using the customer’s brand guidelines we created the right look, feel and functionality by suggesting a stage, flags and backdrop to facilitate the planned promotional activity. We designed the vision and defined the project to budget. On approval we produced and installed the branding, delivering a full service whilst working within tight regulations required by Canary Wharf and Transport for London.

Testimonial

“Many thanks to Victoria, Ed, Colin and you. You guys have done a tremendous job, it¹s been great to have you on board!”  |  Kyley Pikov – UFX

Kop Hill Climb

The Brief

As the event had grown in recent years, the promoters wanted to take it to the next level. They wanted a stronger event identity at the venue and a more professional look for the sponsors. They wanted to attract and guide more footfall, create a festival feel and a sense of arrival and departure.

Our Solution

Allertons visited the venue to fully understand how the event works and survey the site. We researched what public, officials and competitors traffic flows and footfalls existed. We reviewed photographs and footage of the output from press photographs and TV.

To capture media coverage the focal point at the start was upgraded with a new arch, branded wall and sponsor’s hoardings were lined up either side. A festival feel was expanded from the start area with hoardings and flags around the site and a bank opposite the main spectator stand to set the scene track-side. Spectators were greeted on venue approaches with branded boards showing direction arrows. Among the footfall at strategic points, triangular structures were sited showing event information and routes. As spectators departed the event, farewell messaging with next year’s event dates was deployed on the reverse of the greeting boards.

The result increased impact showing event and sponsors branding in the press’ pictures.

Spectators were able to find their way around the site, watch the competition in a great atmosphere, left knowing more about the event, its supporters and when to return.