York Racecourse is one of the premier tracks in Europe and has recently been voted “Best Racecourse in Britain” by the members of the Racegoers Club.
We first worked with York via a project for Great British Racing in 2015, and then directly for two consecutive seasons in 2017 and 2018. Our work with York Racecourse has been focused on increasing engagement and awareness of their racing events. In particular, we focused on the racecourse’s flagship festival – the Ebor – as well as the Summer Music Saturdays, a format that combines horse racing with music acts
York commissioned Seven League to create a content strategy and advise on content ideas to show how fun York’s events are with the aim of attracting the social crowd and engaging with them. After an initial 1-day content creation workshop we created a content plan which was updated weekly with new content ideas. For the duration of the project we also provided ongoing content support and managed paid marketing campaigns on Facebook and Instagram.
York benefit from having a highly engaged 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.