The Jockey ClubBelong. Be Proud. Be There

To boost the number of visitors to Carlisle Racecourse from around the city and wider local region, The Jockey Club commissioned Zút to produce a commercial for regional television, digital platforms and the racecourses internal broadcast screens.

The video formed part of a wider promotional campaign deployed across multiple channels, unified under the the strapline: Belong. Be Proud. Be There.

Our objective was to evoke a sense of local pride within people from Carlisle and the surrounding area, showcasing their region in a positive light and making them aware of the racecourse as a cultural asset to compliment the rich variety of attractions to be found in Carlisle. This all served to promote Carlisle Racecourse as an alternative day out for casual racegoers and those looking for alternative hospitality venues.

By positioning Carlisle Racecourse amongst locations such as the castle, cathedral and Hadrian’s Wall, our aim was to show horseracing as a premium experience to rival any other leisure activity to be found in the area.

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