York Racecourse is one of the premier tracks in Europe having recently won the Flat Racecourse of the Year Award, and ranking top in The Times’ newspaper survey of all Britain’s racecourses.
We first worked with York via a project for Great British Racing in 2015, and then directly in summer 2017.
To increase engagement and awareness of their new event format combining horseracing with music, York commissioned Seven League to create a content strategy specifically promoting their three key 2017 events – Music Saturday (Olly Murs), Music Weekend (Jess Glynne and All Saints) and the Classic Ebor Festival.Our role was to deliver 1-day content creation workshop and create
We helped to set a content planning strategy to increase awareness and show how fun York’s events are.
For the duration of the project we also provided ongoing content support and managed paid marketing campaigns on Facebook. York benefit from having a really well-targeted Facebook following already – regularly busting the myth that organic reach on that channel is dead – but paid boosts for posts helped reach far outside that existing audience.
Daily engaged users on Facebook increased by almost 140%, engagement levels on Twitter grew by over 160% and the our work helped York to create high quality, engaging and relevant content which in turn resonated well with their audience.