For two Cheltenham Festivals, I led Coral’s takeover of the town, from the moment 150,000 racing fans stepped off the train.
Cheltenham is the biggest week in the racing calendar, and every bookmaker wants a piece of it. Coral needed to own the arrival moment, and use it to launch something new each year: the Coral Racing Club in 2023, and the Coral Rewards Shaker in 2024.
Digivans roaming the town, a colossal custom 48-sheet build, and the station dressed top to bottom in Coral blue.
Thousands of exclusive physical badges were handed out, building a community of Coral Racing Club members who carried the brand all the way to the course. This wasn’t just advertising; it put the Coral Racing Club at the heart of the action.
Year two had two jobs: launch the Coral Rewards Shaker, a new free daily promotion, and celebrate the people who make the Festival.
“We’re Here For It” turned racegoer archetypes into the creative, so every poster, van and barrier wrap spoke to someone on the platform. Alongside them, “Shake up Cheltenham” put the Coral Rewards Shaker in front of every fan arriving in town.
Shake up Cheltenham. The Coral Rewards Shaker, launched on barrier wraps, ticket gates and buses right where fans arrived.
